Agencies Want Web Site Data

Circulation Management, June 1, 2004

Byline: BARBARA LOVE

Advertising agencies have long demanded (and gotten) circulation audits to justify their buying decisions to advertisers.

But now they want the same data on Web sites. The carrot they are offering is that audited sites will benefit from enhanced ad revenue.

And it is about to happen. Leading agencies are now working with BPA International and I/PRO, a specialist in interactive auditing technology, to launch an "Agencies for Interactive Audits" program. I/PRO currently audits more than 300 Web sites.

The founding agencies include Cornerstone, Doner, Earthquake Media, Fergus O'Daly Associates, FCBi, GlobalWorks, J. Walter Thompson Technology, Media Contacts, MediaSmith Inc., Organic, Real Branding, Questus and Stein Partners. More are expected to join.

"Under the initiative, agencies in the forefront of online advertising have formed a task force whose mission is to encourage the adoption of traffic audits among online publishers," BPA International said in its announcement.

Could it be that being audited will be a determining factor in whether or not an agency advertises on your site?

"Participating agencies have all affirmed their preferences for working with audited sites that provide them with the independently validated data that they need to optimize media plans and provide maximum ROI for their clients," said BPA.

"We are approached by dozens of sites every week that are looking to present their advertising opportunities," affirmed David Smith, CEO and media director of MediaSmith, Inc.

"Sites that provide us with an audit are more likely to receive consideration of 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 B-to-B sites."

Andrea Collins, associate media director, J. Walter Thompson Technology, points out that all other media perform some sort of third-party audit, adding "accountability for online is long overdue."

Glen Hansen, president and CEO of BPA International, believes that auditing Web sites will encourage greater advertising spending in the interactive arena.