NEWS7 June 2010

Publishers Australia backs ABA digital audit service

Asia Pacific Data analytics

AUSTRALIA— Publishers Australia, a body representing small and medium-sized publishers, has given its endorsement to the digital audit service run by the Audit Bureaux of Australia (ABA), which verifies that website traffic data is being measured and reported correctly.

The service has been running since May last year, also with the blessing of the Media Federation of Australia (MFA), the Australian Association of National Advertisers and the Interactive Advertising Bureau.

ABA chief executive Gordon Towell said: “The endorsement from Publishers Australia is an important commitment to advertisers and media buyers delivering credible, audited data about digital properties.”

The ABA service verifies the correct placement and number of tags on web pages to ensure that traffic data is being accurately captured by Nielsen Online’s web audience measurement system, and that data is reported in line with industry-agreed standards.

As of April – the last month in which figures were provided – the ABA said 120 websites had signed up to the digital audit service.