ABC Interactive Announces New Technology Accreditation Program

Clearspring Technologies Completes First Widget Platform Audit; AdJuggler Inc. Commits to Ad-Serving Audit

SCHAUMBURG, Ill., (June 24, 2008)—The Audit Bureau of Circulations’ interactive auditing unit, ABCi, announced the launch of its Digital Technology Accreditation program, a new audit service for emerging technology platforms. Under the new initiative, ABCi recently completed an audit and accreditation of Clearspring Technologies, the world’s leading widget syndication and tracking service. AdJuggler Inc., a leader in online ad management systems, has also enrolled in the service to have its ad-serving technology audited by ABCi.

ABCi’s audit and accreditation program brings the cornerstones of media buying and selling—transparency and accountability—to interactive media. Following industry standards and guidelines, the service can provide accreditation for such emerging areas as widget platforms, ad-serving technology, e-newsletter delivery systems, gaming platforms and other digital ad-based technology.

“ABCi has more than a dozen years of experience as the leading independent auditor of interactive media and technology,” noted Michael J. Lavery, ABC’s president and managing director. “As new forms of media emerge and gain traction in the market, advertisers and media owners have asked ABCi to provide independent verification of key metrics and processes. Our new Digital Technology Accreditation program formalizes our service offering in this area and demonstrates the leading role ABC plays in auditing both traditional and new media.”

ABCi’s audit of Clearspring Technologies was designed to provide assurance that its widgets are reliably distributed and tracked. ABCi examined and tested the counting methods used to calculate the metrics and the internal controls surrounding widget recording and measurement.

“We were impressed with ABCi’s systematic and meticulous approach to understanding the widget analytics space, which is similar to Web analytics, but with additional requirements to track viral activity,” said Hooman Radfar, president and CEO of Clearspring. “The ABCi audit was exceptionally thorough and an important step in validating our analytics for this fast-growing category.”

Widgets are like mini Web pages that reside on a computer desktop or within a Web-based portal or social networking site to provide self-selected entertainment or information. Popular widgets deliver photo albums, music, Web-cam views, games, news, weather, stock updates, calendars and sport statistics, just to name a few.

ABCi’s audit of AdJuggler Inc. will include a comprehensive review of its measurement methods, filtration procedures and basic processes surrounding order entry, ad delivery and measurement. The audit will begin in July and will be conducted in accordance with the Interactive Advertising Bureau’s (IAB) industry-developed guidelines.

“ABCi’s accreditation audit is an important undertaking for us,” said Jonathan Rivers, executive vice president of AdJuggler. “It helps us demonstrate to our customers our full commitment to transparency and accountability, and ensures that AdJuggler 6 adheres to the Interactive Advertising Bureau’s accepted measurement standards.”

According to the IAB, overall Internet advertising revenue topped $21 billion in 2007, a 26 percent increase over the prior year. With billions of dollars flowing into digital media, there is an increasing need for accountability online. In a 2007 survey conducted for ABC, ad buyers indicated they would be even more inclined to advertise in emerging forms of media if audited by an independent third party.

About ABC and ABCi

ABC Interactive is one of the world’s leading independent auditors of Web sites and digital technology, performing thousands of interactive audits since its inception in 1996.

With nearly 4,000 members in North America, ABC is a forum of the world’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited-circulation information and a growing array of readership, audience and Web site usage data. To learn more, visit http://www.accessabc.com.