MediaPost is reporting that Nielsen had some technology problems with their AdRelevence counting that undercounted the ad impressions for Myspace in November and December.
It makes sense, Myspace has continued to grow yet Nielsen was reporting their percentage of total ad impressions dropped in November and December. Since it was their percentage of overall impressions I just figured that impressions on the rest of the web were growing faster than Myspace, but now we’ll never know as the data can’t be recovered.
Either way, it’s incredible Myspace is getting 10.1% of all online impressions, IF Nielsen’s reporting is believable at all.
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It’s not the first time AdRelevance provide biaised information. We had the opportunity to try the tool and the results were not in accordance with the budget we spend for our customers. Some difference were as huge as 100%…
So I also wonder if it’s believable at all or not.