Andromedia Inc. in San Francisco said that ARIA–the company’s real-time Web site activity analysis solution–can now be configured to adhere to ABC Interactive’s industry-developed standards for independent verification of traffic.
The company said that Web site activity analysis is becoming increasingly
important as is the need for external audits, with more consumer-product
advertising going online and growing numbers of sites striving to generate
higher ad revenues. In a recent survey conducted by Forrester Research, while
only 12% of advertisers currently demand a third-party audit, 64% will do so
before 2000.
Compliance with ABC Interactive standards means greater convenience for
Andromedia customers who choose ABC Interactive as their auditor and use ARIA
to manage their activity analysis, the company said. The standards include the
metrics of page impressions, visits, ad impressions served and ad click-
throughs and provide advertisers with both site and individual advertisement
accountability.
ABC Interactive is the interactive auditing unit of the Audit Bureau of
Circulations (ABC).
“Measuring Web advertising is essential for successful online marketing
programs,” said Michael J. Lavery, ABC president and managing director. “We
are delighted that leading Web site activity analysis solutions are complying
to our measurement standards for audits of Internet activity.”
ARIA’s real-time analysis turns raw data about user activity into valuable
information for evaluating site objectives, tracking the effectiveness of
content, tracking ad purchases or ad sales, or determining the success of an
e-commerce site.
