[LINK] ABA to launch Web Audit Service (ie traffic claims)

[Sylvano]

Nielsen Data to Fuel Australian Online Audit
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http://www.mrweb.com/drno/news9738.htm

 <snippets>
 The ABA’s deal with Nielsen will give its 1500 members
 initial access to the Market Intelligence service for
 as little as $95 a month, bringing it within the range
 of smaller firms. To be known as the Web Audit Service,
 the new offering aims to ensure transparency and standards
 in audience data collection, and will deliver Nielsen’s
 data on daily unique browsers, monthly page impressions,
 total sessions, and page and session duration.

 Towell says there is ‘a lot of manipulation going on in
 terms of web traffic’ at present, with site owners
 inevitably ‘maximising the numbers’ in the absence of
 agreed rules, and he confirms that he believes the Audit
 will provide significantly lower figures than previous
 claims for some sites. One of its activities will be to
 check the positioning and definition of tags that record
 online activity, which on some sites may be
 double-counting users.
 </snippets>

Sylvano

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