ABCe writes: Some recent press coverage in Marketing and on Brand Republic states that:
“comScore, which lost the UKOM tender to Nielsen, plans to team up with ABCe to create its own measurement service, combining websites' server data with panel information.”
This misleading coverage does not make it clear that ABCe, via its role as an independent, industry-owned organisation, works in partnership with a wide range of suppliers to facilitate the development of digital industry standards via JICWEBS. ABCe is not tied to any one supplier.
JICWEBS is the industry-owned standards body for digital census data measurement standards. (UKOM by contrast is focused on panel based research data). JICWEBS remit is to consider recommendations from the ABCe Internet Technical Group and then decide whether the Industry Agreed Measurement Metrics should be updated. JICWEBS is comprised of representatives from advertisers, media owners and agencies via the following trade associations; IPA, IPA digital, ISBA, AOP, IAB, NPA and NS. Please see www.jicwebs.org for further details.
ABCe’s role, as the industry-owned auditor, is to facilitate debate and independently verify compliance with the industry-agreed standards. comScore is one of some 40 technology providers who, as ABCe Associate Subscribers, can be involved in developing these industry standards via the Internet Technical Group (ITG). Others include Nielsen Online, Nedstat, Gemius, Omniture, Webtrends and almost 200 digital media owners such as Government (COI), BBC, all the national newspapers, around 70 regional newspapers, RTE and BSkyB.
Web analytics, including the use of cookies, continually evolve and we look forward to ensuring that comScore’s contribution in that debate is explored at the ITG and JICWEBS, alongside contributions from other ABCe Subscribers.
For reference at the next meeting JICWEBS will clarify that: 1. Daily UU/B data eliminates the relevance of cookie deletion, to all intents and purposes. 2.The JICWEBS UU/B metric is expressly aimed at counting devices (not people) In addition, Nielsen Online will be invited to update JICWEBS about their fused solution and Effective Measure will be invited to update JICWEBS about their Flash cookie- based solution. More...
