Australian print auditor moves into online game
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AUSTRALIA-- Print media specialist The Audit Bureaux of Australia (ABA) is stepping into the web auditing game through a tie-up with Nielsen Online.
From 1 May, the ABA will start verifying the correct placement and number of tags on web pages to ensure that traffic data is being accurately captured by Nielsen's web audience measurement system and reported in line with industry-agreed standards.
ABA members participating in the service will have access to a host of information including daily unique browsers, monthly page impressions, total sessions, page duration and session duration statistics. The first reporting of audited data will begin on 1 June.
Gordon Towell, chief executive of ABA said: “Our involvement in the delivery of audited website traffic metrics is an important milestone providing an industry benchmark that will give advertisers and media buyers directly comparable data when making their marketing decisions.”
The Media Federation of Australia (MFA), the Australian Association of National Advertisers and the Interactive Advertising Bureau have all given their blessing to the new audit service.
MFA digital sub-committee chair and Mindshare partner Kerry Field said: “The ABA and Nielsen Online partnership is a noteworthy industry development that has the MFA's full support. Not only will it give agencies greater visibility of the long tail but also some reassurance, through the audit process, that the data collection procedure for each publisher conforms to the set guidelines and is reported on a consistent basis allowing direct comparability.”
The auditing arrangement will continue to apply as Nielsen rolls out its new hybrid system, which combines both site-centric and user-centric measurement. Audited print data will be published alongside audited web data through the ABA's eData portal.
Author: Brian Tarran
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