June 18, 2007, 12:00 AM

ComScore adds research officer to help drive accreditation, expansion

Web traffic measurement company comScore has hired media research veteran Josh Chasin as chief research officer. He will lead comScore’s pre-audit and audit processes as the company seeks accreditation with the Media Rating Council.

Paul Demery

Managing Editor, B2B E-commerce

ComScore Inc. has appointed media research veteran Josh Chasin as chief research officer. Chasin will be responsible for the design of statistical measurement methodologies for current and future comScore products. He also will lead comScore’s involvement with the Media Rating Council and its auditors as comScore completes the council’s pre-audit and moves into the formal audit phase of the council’s accreditation process.

The Media Rating Council is a marketing industry group whose audits are conducted by independent certified public accountants and which bases its accreditation on meeting standards for web site traffic measurement.

“We’re delighted to have Josh on board,” says Magid Abraham, comScore’s president and CEO. “He is an experienced media researcher who will play a key role in the continued expansion of comScore’s digital media measurement services. With his intimate knowledge of the Media Rating Council audit process, we also look forward to Josh’s contributions as we take the next step in the MRC accreditation process. We are confident that comScore’s methods will stand up to review and we are pleased to be supporting transparency and accountability in the interactive industry.”

ComScore and Nielsen/NetRatings came under fire in April when the Interactive Advertising Bureau charged the two digital measurement services with producing data with unexplained discrepancies. The IAB called on each to submit to an audit by the Media Rating Council.

Nielsen/NetRatings announced it was moving into the audit phase in mid-May.

Chasin has been a consultant to comScore since August 2006, assisting the company in its audit and methodological evaluation efforts with the Media Rating Council and the Advertising Research Foundation’s online measurement council. In addition to pursuing Media Rating Council accreditation, comScore has commissioned the Advertising Research Foundation to evaluate its research methodology.

Chasin has more than 25 years of experience in media and market research. Prior to joining comScore, he was principal and founder of Warp Speed Marketing Inc., a media research consultancy. Chasin is a former executive at Arbitron Inc. and a past president/CEO of Simmons Market Research Bureau and Northstar Interactive.


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