aba launch web audit service

April 07, 2009

The ABA (Audit Bureau of Australia) has launched its Web Audit Service which will begin in June 2009.

This is aimed at reaching media industry standards for reporting web traffic statistics. This will therefore increase advertiser and media buyer confidence. This will also confirm the correct placement and number of tags per page by online publishers and ensure that the web measurement system is reporting web traffic data accurately and reporting according to industry standards.

Gordon Towell, CEO ABA believes that the delivery of audited website traffic metrics is an important in providing an industry benchmark that will help advertisers and media buyers drastically by being able to directly compare data when making marketing decisions.

ABA members working on this will have access to website traffic information. This will include daily unique browsers, monthly page impressions, total sessions, page duration and session duration.

This is the first time the ABC and Circulations Audit Board (CAB) have joined forces to deliver a service across their memberships. By partnering with Nielsen Online, ABA members will have access to a cost-effective and auditable web measurement solution which has currency among media buyers and will increase visibility of the ‘long tail’ to media buyers.

The ABC and CAB, share a common goal of driving transparency and accountability with the online industry and will be identified by either an ABC or CAB logo.