Internet Audits Approved

The International Federation of Audit Bureau of Circulations has approved a reporting and measurement standard for audits of Internet Web site activity. This is the first time international accountability standards have been established for media audits. Gloria Jarman, IFABC secretary general, said: “this fosters growth in the web as an international advertising medium.”

The IFABC’s standards include the metrics of page impressions, visits, ad impressions served and click-thru’s. These standards will provide advertisers with both site and individual advertisement accountability.