Nielsen Admits Big Problems With How Its Technology Measures Web Clients Say Discrepancies Extend Beyond Three-Month Glitch It's Reported

Ad Age, 11/9/10

Last week Nielsen Co. made a stunning disclosure, announcing that a computer glitch triggered by long web addresses used by social networks was tripping up the system and causing the company to underestimate the time people spend on the web by an average of 22%.

The admission, first reported by Ad Age, confirmed some of what the online publishing industry had long suspected: that they were being sold short in a key tool used by agencies to plan media buys.

And while Nielsen said the glitches impact data going back three months, clients say they’ve been talking to Nielsen about apparent discrepancies in the data for nearly a year, though the company at the time couldn’t isolate the cause.

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