ISBA Urges Online Media Buyers To Support ABCe Audits

ISBA is urging online media buyers to only book advertising space on websites that have been fully audited by ABC Electronic.

Over the past few years ISBA has been working to ensure that ABCe becomes established as the standard auditing service for UK websites. The industry body is now calling on all advertisers to make use of ABCe’s service to ensure their online media spend is based on credible audience data.

In a special guidance note issued to advertisers, ISBA states: “Unless their customers demand it, agencies and publishers will continue to be slow in their uptake of the ABCe service. There is therefore a clear role for advertisers – they should now be making it routine to insist that online publishers included in media plans will be able to provide ABCe certification.”

ISBA also asks advertisers to think carefully about the value of using publishers that do not subscribe to the industry agreed metrics and emphasises that the service is funded by publisher subscription and is available to advertisers at no extra cost.

The lack of clarity over the way online audiences are measured is creating a stumbling block to the growth of online advertising. This recently prompted the IAB to join forces with the IPA to tackle the problem.

It is hoped that the initiative to put online ad measurement in the same framework of traditional media advertising will encourage marketers to dedicate a larger proportion of their advertising budgets to new media (see IAB And IPA To Tackle Online Measurement Issues).

ISBA: 020 7499 7502 www.isba.org.uk

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