By: Staff reports Announcement May Help Auditing Bureau Woo News Sites
Offering a new level of accountability, the Audit Bureau of
Circulations (ABC) will audit online ads for Real Media Inc., which
provides ad services for hundreds of newspaper Web sites.
ABC's new-media unit, ABCi, will provide Real Media sites with
independent verification of ad serving activity. The Schaumburg, Ill.-
based company says the reports will help reassure advertisers that
they're getting their money's worth.
The reports will include summaries of ad impressions and click-through
response rates.
'An increasing number of Web sites are finding the ABC Interactive
Audit Report an invaluable tool,' said Evelyn Hepner, vice president,
sales and marketing, for ABCi. Gil Beyda, Real Media's chief technology
officer, added, 'This provides greater convenience for sites that need
to provide their advertisers with the accountability to continue to
grow their business.'
The partnership may help ABCi gain inroads into the online news
industry. Currently, only a handful of U.S. newspapers have their sites
audited by ABCi, which says it can provide third-party reports for all
facets of audience measurement.
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