ABCi Debuts Wireless Ad Audits

ABC Interactive, the online arm of the Audit Bureau of Circulations, yesterday claimed it is the first company to offer wireless advertising audits.

According to ABCi, Rolling Meadows, IL, the service dubbed the Mobile Device Activity Audit confirms the number of Web site page impressions and click-throughs made by users of wireless and offline devices, helping ad buyers monitor online ad performance.

AvantGo is the first mobile Internet service provider to sign onto the service, ABCi said.

"Online advertisers have begun to recognize that the best way to battle a volatile economy is to arm themselves with dependable, verified performance data that leaves no room for misinterpretation," said Dick Bennett, ABCi's senior vice president of information technology auditing, in a statement.

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