BPA, I/PRO Debut Program to Boost Traffic Audits
The measure aims to boost transparency and full disclosure among online media properties that sell ad space.
"Sites that provide us with an audit are more likely to receive consideration for our business, especially when it comes to sponsorships and roadblocks because third-party audits allow us to confidently forecast how many people we can reach for our client, even for smaller and business-to-business sites," David Smith, CEO and media director of MediaSmith Inc., said in a statement.
BPA, Shelton, CT, or its Schaumburg, IL-based rival, the Audit Bureau of Circulations, currently audits print newspapers and magazines to validate their circulation numbers for agencies and their advertiser clients.
Agencies participating in this effort include J. Walter Thompson Technology, Organic, MediaSmith, Stein Rogan + Partners, Questus, Media Contacts, FCBi, GlobalWorks, Real Branding, Fergus O'Daly Associates, Earthquake Media, Doner and Cornerstone.
These agencies prefer working with audited sites that offer independently validated data to support media plans. They have indicated a preference for 100 percent census-based analyses of site traffic to gauge whether a specific site is an effective vehicle for marketing campaigns.