Rivals.net Heads Campaign For Internet Industry Audit

Web sports network Rivals.net is heading up a campaign to force the online media industry to adopt a recognised auditing system similar to that of magazines and newspapers.

The campaign has received backing from a number of online media agencies and clients including Hollinger, Guardian Media, Emap and Rivals.net share holder Chrysalis (see Chrysalis Increases Stake In Rivals.Net) and accuses companies trading without an accepted audit of their audience of damaging the reputation of the internet industry.

Rivals’ chief executive Marcus Leaver has written a letter to all business to consumer media owners, challenging them to publish a recognised industry audit by September 1 and at least quarterly thereafter, or ‘be named as a company that is not prepared to help the platform mature.’

Rivals claims that the lack of transparency and consistency about industry metrics is keeping advertisers away. After 1 September the company plans to lobby brands and agencies with details of sites not prepared to commit to an audit. They also plan an advertising boycott for those who refuse to comply.

The letter which will be sent out tomorrow carries a clear message: “Stop trading on non-existent, out of date or made up traffic figures because you are bringing this medium into disrepute.”

A company spokesman said today; “The idea of a recognised audit is long overdue and would lend some credibility to the industry as well as form a level playing field from which to grow advertising and sponsorship revenues.”

Rivals.net: 020 8962 1300 www.rivals.net

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