The International Federation of Audit Bureaux of Circulation (IFABC) has set up a working committee that will work towards the standardised measurement and auditing of traffic at World Wide Web sites.
IFABC made the move following its biennial general assembly in Washington *ABC Agrees On Web Auditing which agreed to develop a common set of minimum measurement and reporting standards and an international trademark which will be developed and included on Web site reports.
Among the key steps IFABC have taken is to establish a Standards Committee that will ensure the views of all members are taken into account, and that agreed standards are regularly reviewed and updated. The co-chairmen of the committee will be Richard Foan, deputy chief executive of the UK ABC and Lars Bjorkman, managing director of ABC Sweden. ABC say that one common set of measurement and reporting standards will “allow the Web to realise its full potential as an advertising medium.”
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ABC: 01442 870800
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