ABC's Monthly Online Member Newsletter

Meeting the Growing Demand for Online Audience Measurement

Recently, a select group of well-known brand marketers announced they would demand audited numbers from interactive publishers beginning in mid-2007. ABC applauds this move toward greater online accountability and transparency. For 10 years, ABC has provided this kind of accountability to advertisers and advertising agencies by offering Web site audience audits through ABC Interactive (ABCi).

An ABCi audit provides advertisers and advertising agencies with credible, independently verified data that is now essential to the online media buying and selling process. An online audience activity audit is particularly important in the “pre-buy” phase of an online media investment. Data such as page impressions, visits and unique users give buyers a snapshot of a Web site’s audience activity and allows them to make informed ad buying decisions. Later, audited ad impression data can be used to evaluate the success of an online program and confirm that buyers received what they were promised.

ABC applies the same rigorous approach to online auditing as it does to traditional circulation auditing. An ABC Web audit is conducted using a census-based method that requires publishers to submit their log files directly to ABC. This method is typically more consistent than a panel-based method. Once ABC receives the log files, an auditor reviews the files using several techniques to detect misleading online activity including: spiders and robots, non-human generated traffic, and duplication.

The verified results are then published in an ABCi Audit Report. ABCi Audit Reports are available to subscribers of ABC’s eStatements. Publishers can also choose to report audited Web site data on their circulation Publisher’s Statements and Audit Reports. Incorporating Web site data on ABC circulation reports allows buyers to view a publication’s total “reach” over multiple media platforms. Business publishers may also choose to report their Web site data on ABC’s new Consolidated Media Report.

ABC Web audits also offers publishers much desired flexibility. For instance, publishers can choose the frequency of the online audits -- monthly, quarterly or to coincide with the Publisher’s Statement period. Publishers can also determine additional data to report on an ABCi Audit Report such as overall Web site traffic, Top 25 page views and more.

Participation in an ABCi audit is open to current members of ABC. Non-member Web sites wishing to engage ABC to conduct their audits can do so by simply signing up for an ABC associate membership.

For more information or to enroll in ABCi, contact at 720-324-0558.

Related Links:
ABC Interactive: Online Accountability for ABC Members
ABCi FAQs
How to Prepare for an ABCi Audit

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