IAB Pushes For Web Audit

The Interactive Advertising Bureau (IAB) is to launch a set of auditing standards to accelerate the pace of adoption for website auditing.

The auditing standards guidelines will explain the role, function, background and terms used in auditing and will be available to media owners and the advertising community via the IAB website.

All major traffic auditing companies have announced their support of the IAB’s initiative including ABC Electronic.

Managing director of ABC Electronic, Richard Foan, said: “Marketers thrive on measurables and deliverables. But they can’t be accountable if New Media is not. If the industry pulls together and talks the language of traditional media then the internet will become a must use for any advertising campaign.”

The IAB has been actively encouraging its members to have their sites audited and they say the new guidelines represent the first tangible step towards encouraging an industry wide audit.

Chief executive of Chrysalis new media, Marcus Leaver, who has also been at the forefront of the campaign to push for auditing (see Rivals.net Heads Campaign For Internet Industry Audit), added: “It is imperative that digital media owners take the issue of auditing seriously. If we do not, the mediums will never be taken seriously as part the marketing mix. Currently we are the poor relation and we deserve to be. It does not need to be this way. Audit or be damned.”

To support the guidelines the IAB is also launching a new service on its website to publish current audited traffic data from UK media companies with published certificates.

Internet Advertising Bureau: 020 8683 9667 www.iabuk.net

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