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According to a recent study by eMarketer, U.S. Internet ad spending topped $20 billion for the first time in 2007. In 2008, Internet ad spending is projected to reach more than $27 billion.
As online ad spending continues to increase, it is no surprise that advertisers and advertising agencies are beginning to more closely monitor their interactive marketing investments and demand more accountability from their online publishers.
To help you meet the growing demand for online accountability, ABC offers a suite of interactive audit services.
Interactive Audit Services for ABC-Member Publishers
Web Site Traffic Audits
Web site traffic audits are essential for online publishers that want to provide media planners and prospective advertisers with independently verified Web site traffic data.
ABC Interactive (ABCi) traffic audits are conducted using the census-based audit method, which produces highly accurate and consistent results based on your actual log files. Working with online publishers, an ABC auditor reviews the server content log files and removes any spider and robot-generated activity, internal activity, and any other misleading activity.
ABC members can report the results of their Web site traffic audit on ABC Interactive Audit Reports, on the front page of traditional circulation Publisher’s statements and Audit Reports, on Multimedia Publisher's Statements (consumer magazines), in the Audience-FAX Web site activity box (newspapers), or on Consolidated Media Reports (available for business publications and consumer magazines only).
An enrollment form for ABCi Web Site Traffic Audits is available online.
For more information about ABCi traffic audits, members are encouraged to fill out an online request form or contact ABC’s
manager, marketing and sales, at (720) 324-0558.
Ad Delivery Audits
As a member of the Interactive Advertising Bureau (IAB), ABC supports its development of industry measurement, campaign reporting, and audit guidelines for ad impressions. The IAB has called for all ad-serving applications—both counting methods and the surrounding processes and controls—to be independently audited in order to produce reliable, certified measurements.
ABC has two different ad delivery audit services to help online publishers meet this growing demand:
Process and Controls Audit
The ABCi process and controls audit is a comprehensive review of an online publisher’s infrastructure surrounding order entry, ad delivery and measurement, and billing. The IAB recommends all online publishers undergo annual process and controls audits. Ad Serving Technology Audit
The ABCi ad serving technology audit is an independent verification of ad activity for a defined period and includes a review of measurement methods, filtration procedures and a basic process review. This type of audit is recommended for online publishers using proprietary ad serving technology and enterprise solutions or “off-the-shelf” software.
All ad delivery audits are conducted in compliance with the IAB’s Ad Impression Guidelines.
For more information about ABCi ad delivery audits, members are encouraged to fill out an online request form or contact ABC’s
manager, marketing and sales, at (720) 324-0558.
Interactive Audit Services for All Other Web site Publishers
To help all online publishers meet the growing demand for online accountability, ABC now offers its interactive audit services to non-member companies. Enrollment as an associate member is required to engage in any ABC Interactive (ABCi) audit.
Web Site Traffic Audits
Web site traffic audits are essential for online publishers that want to provide media planners and prospective advertisers with independently verified Web site traffic data.
ABC Interactive (ABCi) traffic audits are conducted using the census-based audit method, which produces highly accurate and consistent results based on your actual log files. Working with online publishers, an ABC reviews the server content log files and removes any spider and robot-generated activity, internal activity, and any other misleading activity.
The results of a Web site traffic audit are reported and released on ABC Interactive Audit Reports.
An enrollment form for ABCi Web Site Traffic Audits is available online.
For more information about ABCi traffic audits, members are encouraged to fill out an online request form or contact ABC’s
manager, marketing and sales, at (720) 324-0558.
Ad Delivery Audits
As a member of the Interactive Advertising Bureau (IAB), ABC supports its development of industry measurement, campaign reporting, and audit guidelines for ad impressions. The IAB has called for all ad-serving applications—both counting methods and the surrounding processes and controls—to be independently audited in order to produce reliable, certified measurements.
ABC has two different ad delivery audit services to help online publishers meet this growing demand:
- Process and Controls Audit
The ABCi process and controls audit is a comprehensive review of an online publisher’s infrastructure surrounding order entry, ad delivery and measurement, and billing. The IAB recommends all online publishers undergo annual process and controls audits.
- Ad Serving Technology Audit
The ABCi ad serving technology audit is an independent verification of ad activity for a defined period and includes a review of measurement methods, filtration procedures and a basic process review. This type of audit is recommended for online publishers using proprietary ad serving technology and enterprise solutions or “off-the-shelf” software.
All ad delivery audits are conducted in compliance with the IAB’s Ad Impression Guidelines.
For more information about ABCi ad delivery audits, contact ABC’s
manager marketing and sales, at (720) 324-0558.
Interactive Audit Services for Advertising Agencies and Advertisers
Many advertising agencies separately track their online ad campaigns through third-party ad servers and submit those numbers to their online publishers and clients for billing.
As a member of the Interactive Advertising Bureau (IAB), ABC supports its development of industry measurement, campaign reporting, and audit guidelines for ad impressions. The IAB recommends any advertising agency using their third-party ad server numbers for billing undergo an annual process and controls audit.
- Process and Controls Audit
This audit is a comprehensive review of an advertising agency’s infrastructure surrounding order entry, campaign management, billing entry and invoicing.
For advertisers, ABC also offers an additional service to verify a specific ad campaign’s activity.
- Campaign Specific Audit
This audit verifies specific ad activity (impressions, click-throughs, conversions, etc.) during a defined time.
For more information about ABCi audits for advertising agencies and advertisers, members are encouraged to fill out an online request form or contact ABC’s
manager, marketing and sales, at (720) 324-0558.
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