VNU First UK Internet Site To Receive ABC Audit

VNU’s Internet site http://www.vnu.co.uk made history yesterday when it became the first UK site to receive an international ABC audit. ABC measured the site using a globally agreed standard of page impressions, as opposed to page hits.

John Barnes, Newmedia publisher at VNU, the finance and business publishers, said: “Hits mean nothing because they measure both requested and non-requested information on a web-site and that can include a dozen graphics that appear on an opening page. Page impressions, where specific information and pages are requested, give the true picture.” ABC will now use this method as standard when auditing UK Internet sites. Barnes continued: “Accountable third party audits are the key to establishing the Internet as an effective advertising medium. By building-up multi-dimensional profiles of our users we can offer more suitable and lucrative packages to advertisers.”

The period covered by the ABC for this audit was 3 February to 2 March 1997. Total qualifying traffic during that period amounted to 188,306 page impressions from an even split of registered and non-registered users.

To access MediaTel’s New Media Database subscribers can click here and choose New Media from the menu.

VNU: 0171 316 9000