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.
“Audit Central will be a great place for media planners to quickly find
audit reports from one source and will serve as an important foundation
towards building sound Web advertising plans.”
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., measures
Web site traffic.
The site is expected to launch in early September, and will offer unlimited
access to all visitors.