Nielsen slams new AMAA website auditing service: ‘we’re the online currency’
Monique Perry
Nielsen has attacked the Audited Media Association of Australia’s (AMAA) new measurement service, which was announced last week, and called on the industry to support it as the approved metric rather than “muddying the water with mistruths”.
In a strongly worded statement to Mumbrella Monique Perry, head of media at audience measurement firm Nielsen, rejected suggestions the endorsed analytics platform could be used for Australia’s online currency pointing to the small percentage of traffic measured by the AMAA and its partner analytics platform Comscore.
“Nielsen is the IAB Australia preferred supplier for online audience measurement, measuring 99 per cent of all tagged traffic in Australia. Its constituents are the publishers and agencies managing nearly all online advertising and who rely on Nielsen to provide the currency measure on what is being watched and read in Australia,” said Perry in the statement entitled ‘time for some industry supporting behaviour’.
voodoo, the lot of them
amma… emma… blah, blah.
We are seeing the complete screw over of research.
Fair enough we all knew/know that Neilsen and Roy Morgan etc were far from perfect, however they were at least mostly independent.
The proliferation of self serving measurement companies and so called auditors will lead to a complete distrust by advertisers.
On the good side, good sales people will become even more valuable as the only difference will be the people selling the products.
By the way, all of my posts have been independently audited by ABBA, no not the band (although Bjorn has professed an appreciation of my words) the australian bullshit brokers association.
Data is pointless if it is wrong
99% of all TAGGED sites? That’s a nice spin on the fact that Nielsen only has tags on a small portion of the planet’s websites, compared to ComScore which is widely used as a GLOBAL standard and currency. Nielsen Panther, 60% of the time, it works every time!
Nielson data is 50-70% accurate – every time! – it stings the nostrils.
Blah, blah, blah… There are more outlandish claims here than in a typical Nielsen data set!!
Perhaps Monique needs to get out more and expand her horizons. 99%? Really??
Did someone actually call Nielsen independent?
Why does Nielsen think they are entitled to be the only source of information in the market?
Concentrate on your own product Nielsen, don’t bag others. You are the “industry leader”, and should act like it, not like a churlish bully.
The fact you’re going public with bagging a fledgling start-up in measurement services, gives the competition you’re talking about even more coverage.
As a media buyer, I’ll be making sure we give all the measurement systems a good look, to try and deliver better value for our customers.
Henry
So Confused, please explain who you think Nielsen is dependent on?
And poor old Global Publisher, you seem to have missed or misunderstood the words “all tagged traffic in Australia”. I hope your proof-readers are better than your posting.
I’ve got to ask.
WTF does “measuring 99% of all tagged traffic in Australia” actually mean?
I know Nielsen read the comments so please answer Monique.
No matter how you skin this cat it ain’t meowing.
What a ridiculous statement to make!