ABCe Completes First Audit Of Ad Tracking System
ABC Electronic has completed the first ever audit of Real Media’s Open Advertiser online ad-tracking system.
Open Advertiser, is a system that enables agencies and advertisers to determine the effectiveness of their online ad campaigns. The software records the placement of ad banners and tracks the clickstream activity and subsequent visits to specific pages within the advertiser’s site.
ABC Electronic, which carried out the audit between November and January 2003, believes it is an important step towards increasing confidence in interactive advertising platforms within the online community.
Tim Brown, managing director of Real Media UK, commented: “We hope this endorsement gives the wider advertising marketplace the confidence they need to rely on Open Advertiser for a dynamic and highly accountable ad serving and management platform.”
Richard Foan, managing director of ABC Electronic, added: “Real Media has clearly risen to the challenge of independent accountability that our industry has been asking for. ABC Electronic is pleased to start 2003 by delivering what media buyers have requested; clarity on ad serving data.”
The lack of a standard measurement system to enable planners and buyers to audit online ad campaigns using systems similar to those used to measure TV, magazine and newspaper data has been viewed as a major stumbling block to developing the full potential of online advertising (see IAB Plans To Double Internet Ad Spend In Two Years).
The industry received a boost earlier this week with research from MSN and the Interactive Advertising Bureau showing that three quarters of marketers will increase or maintain their online advertising budgets during the next six-months (see Research Reflects Strength Of Online Advertising).
ABCe: 01442 870800 www.abce.org.uk
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