Nielsen//NetRatings Initiates MRC Accreditation Process For Its Measurement Products

Nielsen//NetRatings Initiates MRC Accreditation Process For Its Measurement Products

NEW YORK, Sept. 21 /PRNewswire-FirstCall/ -- NetRatings, Inc., (NASDAQ:NTRT) a global leader in Internet media and market research, today announced it has initiated the Media Rating Council (MRC) Accreditation process for its measurement products. Nielsen//NetRatings is the only syndicated online media measurement organization in the industry today to apply for MRC Accreditation, a recognized Media-Industry standard for quality and transparency in audience measurement.

Two Nielsen//NetRatings panels will commence the Accreditation process -- the NetView panel, based on a Random Digital Dial (RDD) recruitment methodology, and the MegaPanel(R), comprised of hundreds of thousands of Internet users. The MRC will also examine the integration of data from Nielsen//NetRatings panels with server data, which will provide the industry with a single-source measurement currency for counting Internet users, while accounting for consumers' cookie deletion activity.

"We are very pleased that Nielsen//NetRatings has entered the MRC process. This commitment to transparency and working cooperatively with clients in a new way to study and validate methodology represents a significant milestone for syndicated measurement of online media," said George Ivie, CEO and executive director of the MRC. "The trust and assurances provided by MRC Accreditation mends well with the growth of Internet advertising and the clear importance of the Internet to marketers, and we appreciate that Nielsen//NetRatings is doing its part."

"Recently the MRC has worked closely with the Interactive Advertising Bureau (IAB) to help develop ad-serving measurement guidelines. Similarly, part of the Nielsen//NetRatings evaluation process will be to work with members of the MRC Internet Committee, the IAB and others to ensure the MRC Standards adequately address syndicated Internet measurement challenges," continued Ivie.

"NetRatings' participation in the MRC accreditation process sets a precedent for the online measurement industry," said Greg Stuart, president and CEO, Internet Advertising Bureau. "This step is a vital development for the interactive marketing community, particularly for traditional marketers and agencies who have yet to embrace online advertising."

"Other than the Internet, all major media, including TV, radio and print, operate using third-party research that is accredited by the MRC," said Gerard Broussard, Director of Media Analytics, mOne. "We look forward to NetRatings' MRC review because we expect it will help lift Internet research to the high quality research levels traditional media buyers and sellers expect."

"The Internet has matured to a point where MRC Accreditation is critical for the industry, and we are delighted to take the first steps," said William Pulver, CEO and president, NetRatings. "We are confident our rigorous methodology will stand up to scrutiny, providing transparency and addressing the industry's need for audience measurement accountability."

"We look forward to working with the MRC to continually improve our product offerings, while increasing the value of our research and information to our clients," continued Pulver.

About the Media Rating Council

The MRC is a non-profit industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC's Minimum Standards For Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 40 syndicated research products are audited by the MRC.

About Nielsen//NetRatings

NetRatings, Inc. delivers leading Internet media and market research solutions, marketed globally under the Nielsen//NetRatings brand. With high quality, technology-driven products and services, Nielsen//NetRatings is the global standard for Internet audience measurement and premier source for online advertising intelligence, enabling clients to make informed business decisions regarding their Internet and digital strategies. The Nielsen//NetRatings portfolio includes panel-based and site-centric Internet audience measurement services, online advertising intelligence, user lifestyle and demographic data, e-commerce and transaction metrics, and custom data, research and analysis. For more information, please visit www.nielsen-netratings.com.

NetRatings, Inc. Jennifer Fan 408-941-2951 Media Rating Council George W. Ivie 212-972-0300

Source: Nielsen//NetRatings, Inc.

CONTACT: Jennifer Fan of NetRatings, Inc., +1-408-941-2951; or George W. Ivie of Media Rating Council, +1-212-972-0300

Web site: http://www.netratings.com/

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