Media Owners Plan Internet Advertising Body

Emap and Chrysalis are reported to be heading plans for an industry body to set standards for measuring website user numbers and to raise the profile of online marketing. Chrysalis’ new media arm has been talking to a number of media companies about setting up the body, which would be similar to the Radio Advertising Bureau.

The result may be a strengthened version of the Internet Advertising Bureau, an industry-founded group which looks at standards and ways to measure the popularity of internet sites. Chrysalis is said to have already offered to part-fund a new bureau.

Although there are now a number of web-auditing organisations, the industry has yet to set up strict standards, which could include internet companies being forced to produce independent audits. The Guardian recently became the first media owner to publish official ABCe audits of its websites each month (see Guardian Unlimited Revamps Image To Celebrate Second Birthday).

Advertisers could be encouraged to boycott sites which do not meet set standards and the new body will also promote the value of using the internet to build brands.

Emap: 01733 568 900 Chrysalis: 020 7221 2213