Advertiser Apathy Halting Internet Audit

Low demand from advertisers is preventing the widespread adoption of auditing for the online media industry, according to a recent survey carried out by The Periodical Publishers Association interactive division (PPAi).

The majority of those questioned felt that demand from advertisers will be the driving force behind the speed of adoption and blamed the current lack of demand for holding the industry back from embracing audits.

The survey revealed that 84% of advertisers believed in the widespread adoption of audits, but only 20% currently audit certain websites. 57% of those who took part in the survey said advertisers do not ask for independently audited figures, despite the fact that 87% want to see traffic statistics.

Chairman of PPAi, Michael Murphy, said: “It is encouraging that our members who represent the key players in the internet publishing industry- recognise the need for robust accountable audited statistics.”

Confusion on traffic measurement and diverse counting practices emerged as other barriers to the adoption of auditing procedures, with high costs and the failure of larger websites to implement audits also standing in the way.

The results of the survey come just weeks after Rivals.net announced it was heading up a campaign to force the online media industry to adopt a recognised auditing system (see Rivals.net Heads Campaign For Internet Industry Audit).

Periodical Publishers Association: 020 7404 4166 www.ppa.co.uk

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