Rival media auditing groups the Audit Bureau of Circulations and BPA International have agreed to work together to develop common standards in the validation of Website audience data.
This follows a debate at the general assembly of the International Federation of Audit Bureau in Washington last month, where rival audit groups agreed to develop a common audience measurement system.
ABC UK’s deputy chief executive Richard Foan has been appointed co-chairman of an IFABC standards committee designed to develop common minimum standards and reporting formats for the audit of ad-backed Websites.
The move comes at a time of rapid growth in Net advertising but mounting confusion over the various forms of audience measurement.
AC Nielsen subsidiary I/PRO dominates the market in traffic measurement systems in the US, and accounts for three-quarters of Web audits, according to its sister company CyberAtlas, which surveys the Internet sector. CyberAtlas’s latest Web Advertising Roadmap, reveals that only 16 per cent of ad-supported sites are audited or tracked.