ABC Agrees On Web Auditing

The UK arm of ABC has held a meeting with the European Audit Bureaux and agreed on a standard method of measuring accesses to Internet sites. As well as the countries represented at this meeting (Sweden, Switzerland and Germany), Spain and Denmark have also added their approval to the new certificate. The International Federation of Audit Bureaux, the IFABC, will meet in Washington to finalise the auditing details.

Richard Foan, ABC UK’s deputy chief executive, said: “Accountability and comparability have been the building blocks for print and broadcast media becoming legitimate advertising mediums. There’s no reason why advertisers shouldn’t expect the same from Web sites, and this medium should be supported by global standards.” John Hooper, ISBA’s director general, added his support saying: “A single standard for advertisers must be the way forward.”

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