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ABCi Frequently Asked Questions
After the publication of our ABCi article in last month’s online NewsBulletin, we received a flurry of calls inquiring about ABCi audits. Here are answers to some of the most frequently asked questions.
What is an ABCi audit?
An ABC Interactive (ABCi) audit is a comprehensive review of the online activity of a Web site. ABC auditors conduct the audits using a census-based method that requires members to submit their log files directly to ABC. Once ABC receives the log files for the entire period subject to audit, an auditor reviews the files to detect misleading online activity including: spiders and robots, non-human generated traffic, and duplication.
Why should I have an ABCi audit now?
A group of well-known brand marketers recently announced they would demand audited numbers from interactive publishers beginning mid-2007. As interactive advertising becomes a larger part of media plans, advertisers and advertising agencies are increasing the demand for accountability and transparency in online activity data. Buyers are seeking independently verified data to assure them that they are making wise online investments.
What do I need for an ABCi audit?
To receive an ABCi audit, the member will need to provide ABC access to the following:
- A list of all Web site content areas the member would like audited. This includes any portions of the Web site that is hosted by a third party.
- The Web site’s originating server log files with extended log enabled. The log file records transactions on a given Web site. Log files may collect a variety of data including: date and time stamp, URL served, IP address of requestor, user agent or browser and more.
- Access or copies of records from any internal Web site traffic programs.
- A list of anything filtered by the internal Web tracking programs, including:
- Internal IP addresses
- File types or status codes
- Specific URLs as such pop-ups and auto-refresh
- Spiders and robots
- Any other exclusions
- The method the Web site uses to determine unique visits or users such as cookies or user registration.
The member should determine if the Web site is hosted internally or by a third party. The technical contact responsible for managing the Web site hosting should be able to locate the above information.
Does an ABCi auditor come to my office to conduct the audit?
An ABCi auditor will not come to the member’s office to conduct the audit. On occasion, a member may have a system that requires a more in depth review and visiting the site may be necessary.
Typically, the log files are sent to ABC via an FTP site or other secure transferring method. These transfers can actually be set up to automatically run every day, week or month so the member doesn’t have to do anything except review the ABCi Audit Report before it is released.
I’m not an ABC member; can ABC still conduct my interactive audit?
Due to a recent ruling by the ABC board of directors, non-member companies may now engage ABC to conduct their interactive audits. Enrollment as an associate member is automatic when you have agreed to engage in an ABCi audit.
How often are ABCi audits conducted? How often are my results released?
ABCi audits are typically conducted monthly. Due to the possibility of large monthly variances in Web site activity, ABC also recommends that ABCi Audit Reports be released monthly.
What kind of information is reported on an ABCi Audit Report?
The standard ABCi Audit Report includes the number of page impressions, visits, unique users and the top 25 requested pages. ABCi Audit Reports can also be customized to fit the member’s own needs with additional information such as top users by domain name and most popular sections of a Web site.
How long does it take to release my ABCi Audit Report?
Approximately 95 percent of all ABCi Audit Reports are released within 30 days of receipt of the Web site’s log files.
Where are my ABCi reports released?
ABCi Audit Reports, Consolidated Media Reports and traditional circulation Publisher’s Statements and Audit Reports are all released on the eStatements section of the ABC Web site. ABC members can access the reports using their member number, user name and password.
Where can I report my ABCi results?
ABC members can display their ABCi audited Web site data in a variety of reports.
- ABCi Audit Reports – These reports include data on a member’s Web site only. Circulation numbers or other ABC audit service results are not published on thess report. The standard ABCi Audit Report includes the number of page impressions, visits, unique users and the top 25 requested pages. A prototype is available on ABC’s Web site.
- Traditional Circulation Publisher’s Statements and Audit Reports – ABC publisher members can also include ABCi audited Web site numbers on their circulation Publisher’s Statements and Audit Reports. The ABCi data is reported separately and is not combined with any traditional circulation data or data from additional ABC audit services.
- Consolidated Media Reports (CMR) – The CMR is currently available for business publications only. This new report was approved at the July 2006 ABC board meeting and is a capsule summary of results from a variety of ABC audit services, including ABCi audits. The results are compiled in a “Total Audience Reach” figure on the report. A prototype is available on ABC’s Web site.
What’s the difference between reporting electronic or digital editions on my Publisher’s Statement and reporting ABCi audit results?
An ABCi audit covers the entire Web site, not just the digital or electronic edition of the publication. An ABCi Audit Report also allows publishers to report information such as the number of visitors, unique users, page impressions and the top 25 requested pages. Additional reporting options are available at the publisher’s request.
What are spiders and robots? Why should they be removed from my log files?
Spiders and robots are programs that run without human intervention. These programs scan and “fetch” Web site pages that usually feed information to a search engine. Large search engines use multiple spiders and robots to browse the Internet. Spiders and robots are displayed as unique users or visitors in the Web site’s log files. During an ABCi audit, an auditor runs the log files against an active spiders and robots list and removes them. The spiders and robots are not considered unique users since a human did not generate the activity.
This process assures advertisers that the Web site data publishers present to them are generated from human activity, not machine activity.
What is the price range for an ABCi audit?
The cost for an ABCi audit varies depending on the size of the Web site, reporting options and other information. A basic ABCi audit begins at $3,200 annually. For a quote, please contact
manager, marketing and sales at 720-324-0558.
How do I sign-up?
For more information or to enroll, current ABC members are encouraged to contact
manager, marketing and sales 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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