Derrick Sheilds

Soon To Be Worthless: Nielsen Net Ratings and comScore Media Metrix

I'm confused by the premise of the article. Give me an example of how a blogger can assign a measure of web traffic themselves...

You agree to sign the Letters of Agreement assigning all key syndicated traffic measurement firms, including but not limited to Nielsen Net Ratings and ComScore (SCOR) Media Metrix . .

This isn't clear to me. Where and how do you just 'assign' metrics like this to these companies?