ABCE Appeals To Media Industry To Adopt Standard In Online Ad Measurement
ABC Electronic has started auditing online advertising campaigns as well as website traffic. The web auditing body of the Audit Bureau of Circulations has recently been working with Yahoo! to measure the effectiveness of ad campaigns across its properties.
Widespread use of the ad auditing service, however, is dependent on the industry, according to head of sales and marketing at ABCE, Tim Rodda. “We have had the technology to conduct measurements of internet campaigns on a limited basis but as an industry-owned auditing body we work in response to the demands of the industry,” he said. “Media owners need to come to us to start the ball rolling.”
In response media professionals have begun a campaign headed by Carlton Interactive urging advertisers to adopt ABCE as a standard of measurement for the online community. A current lack of comparable software tools and differing standards of measurement has lead to a state of disarray in collation of data on online advertising. The campaign hopes to unite advertisers in a single system to reach an accurate industry standard.
The service will measure ad impressions, which is when an ad is downloaded by a user on a web page, and ad clicks, when a user clicks on a banner ad. It will rival, or second, the work of new media sales houses such as 24/7 and Doubleclick, which currently provide advertisers with reports on their online campaigns.
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