Auditors Team to Answer Traffic Questions
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Do you really know how much traffic the Web site you're advertising on gets?
A group of Web auditors -- Audit Bureau of Circulations (ABC) Interactive, BPA International and Engage I/PRO -- are joining forces to help provide that information, at a comprehensive destination they're calling Audit Central.
The idea behind Audit Central is that these three companies provide their traffic information all in one place, so that media buyers and planners can access verified, census-based traffic numbers from all of the audited sites that publicize their audit reports. In addition, visitors can compare these reports.
"Site traffic auditing plays a key role in making advertisers feel secure about their online media investments," said Gerard Broussard, senior partner and director of media metrics at Ogilvy One.
The Audit Central site will also feature educational and industry information about online media, as well as information on the audit firms.
ABCi audits Web sites, search engines, e-mail delivery systems, chat rooms
and Internet broadcasters. BPA International measures the circulation of
print publications, Web site traffic, newspapers, trade shows, industry
databases, wireless communication, and other advertising-supported
information providers. Engage I/PRO, a division of Engage Inc.,
The site is expected to launch in early September, and will offer unlimited
access to all visitors.
Web site traffic.
The site is expected to launch in early September, and will offer unlimited access to all visitors.