MUMBAI: Market research firm Nielsen's wholly owned subidiary NetRatings, which deals with Internet media and market research has announced that it has initiated the Media Rating Council (MRC) Accreditation process for its measurement products in the US.
 

 
Nielsen//NetRatings claims to be the only syndicated online media measurement organisation in the industry today to apply for MRC Accreditation. This is a recognised 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, 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.

 
 
MRC CEO and executive director George Ivie says, "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."