Unique User Metric To Replace Page Impressions For Web Measurement

From January of next year, the Unique User metric will replace Page Impressions as the mandatory minimum metric to be certified by ABC Electronic, after a ruling was passed by the Joint Industry Committee for Web Standards (JICWEBS).

The announcement follows a period of consultation within the industry, which has ensured agreement from all parties.

Unique Users represents the technical reach of a website over a period, rather than its volume of traffic, which is represented by Page Impressions. By focusing on Unique Users, ABC Electronic will continue to provide the industry with comparable and transparent data, but data that is more relevant when evaluating electronic properties alongside the print metric of ‘circulation’.

“This change has affected the fundamental way we conduct all website audits,” said Richard Foan, managing director of ABC Electronic. “Changes have been made to our pricing structure, website, certificates and technical processes to reflect this. As a result media buyers, owners and advertisers now have access to a tradable and comparable online currency, with an even more cost effective audit entry price.”

Stuart Corke, director of strategic planning at News International, said: “It’s really important to be able to enhance, and represent, our overall reach with audited figures both online and offline. We welcome this move and look forward to continuing to deliver monthly certification from ABC Electronic.”

Nigel Gwilliam, head of digital at the IPA, added: “We are greatly encouraged by this announcement, and welcome this change which will enable ABC Electronic to provide even greater levels of transparency in the buying of online media.”

In the summer, the recently rescued Press Gazette (see Press Gazette Rescued At Eleventh Hour), reported that the Newspaper Society was planning to develop a “multimedia portfolio audience currency for the regional press”. Working with JICREG and ABC Electronic, the NS said it was building a database of regional press print and online platforms, thought to be the first stage in creating a system of combined audience reach (see Regional Press ABC Figures Do Not Paint Accurate Picture).

ABC Electronic: 01442 870 800 www.abce.org.uk