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Independent audits could further increase online advertising spend
Online ad spending is increasing at an astonishing rate but it could be growing even quicker if third-party auditors were used, Ad Week reports.A survey carried out by the Audit Bureau of Circulations (ABC) and NSON Opinion Research indicates that, were online media audited by independent firms, advertisers would have more confidence.
At the present time, many online marketers are not convinced that their ad impressions are measured accurately, with many saying they would be likely to increase their internet ad spend if websites were audited independently.
"Just as publishers and print advertisers require accuracy and credibility in traditional media information, we're seeing increased demand for transparency and accountability online," said ABC president and managing director Michael Lavery.
"Publishers and marketers need to work on getting accurate, credible data to support a medium rich with potential."
According to the Interactive Advertising Bureau, online ad spending hit $16.8 billion in 2006 and the new study shows that the vast majority of online advertisers plan to increase their own internet ad spend this year too.
Online Advertising news posted on 12 March 2007
