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ABC Interactive Web Audits

More advertisers are using interactive advertising to expand their media plans and reach new audiences. According to the Interactive Advertising Bureau (IAB), Internet advertising revenues reached $7.9 billion in the first half of 2006, 37 percent more than the first half of 2005.

As online advertising increases, advertisers are demanding more transparency and accountability from their interactive publishers. For 10 years, ABC has provided advertisers this essential transparency and accountability with online audience audits through ABC Interactive (ABCi).

Audit Process
ABC applies the same rigorous approach to online auditing as it does to traditional circulation auditing. ABCi audits are conducted using the census-based audit method and require interactive publishers to submit their log files directly to ABC. The census-based audit method is an actual audit of a Web sites log files, not a projection of audience activity like panel-based audience measurement.

Once ABC receives the Web sites log files, an auditor reviews the files and removes any misleading activity including: activity generated by spiders and robots, internal activity and duplication.

Reports
ABC-member advertisers and advertising agencies can locate their interactive publisher’s online activity data on a variety of reports:

ABCi Audit Reports – These reports include data on a member’s Web site only. The standard ABCi Audit Report includes the number of page impression, visits, unique users (daily and unduplicated for the audit period), the top 25 requested pages, and top-level domain information.


Traditional Circulation Publisher’s Statements and Audit Reports – ABC publisher members can also feature ABCi audited Web site numbers on the front page of their circulation Publisher’s Statements and Audit Reports.


Consolidated Media Reports (CMR) – The CMR is currently available for consumer magazines and business publications only. This new report is a capsule summary of results from a variety of ABC audit services, including ABCi audits. The results are compiled in a “Total Contacts” figure on the report.
All of the above reports are made available through the eStatements section of ABC’s Web site. Hard copies of ABC Interactive Reports can be purchased from at 847-879-8267.

Contact
For more information on ABCi or to learn how to access and read ABCi reports, members are encouraged to contact manager, marketing and sales, at 720-324-0558.


Related Links:

Interactive Advertising Bureau

ABC Interactive services provided by Audit Bureau of Verification Services, Inc., a subsidiary of the Audit Bureau of Circulations.

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