Auditors Team to Answer Traffic Questions

Do you really know how much traffic the Web site you’re advertising on gets?

A group of Web auditors — Audit Bureau of Circulations (ABC) Interactive, BPA International and Engage I/PRO — are joining forces to help provide that information, at a comprehensive destination they’re calling Audit Central.

The idea behind Audit Central is that these three companies provide their traffic information all in one place, so that media buyers and planners can access verified, census-based traffic numbers from all of the audited sites that publicize their audit reports. In addition, visitors can compare these reports.

“Site traffic auditing plays a key role in making advertisers feel secure about their online media investments,” said Gerard Broussard, senior partner and director of media metrics at Ogilvy One.

“Audit Central will be a great place for media planners to quickly find audit reports from one source and will serve as an important foundation towards building sound Web advertising plans.”

The Audit Central site will also feature educational and industry information about online media, as well as information on the audit firms.

ABCi audits Web sites, search engines, email delivery systems, chat rooms and Internet broadcasters. BPA International measures the circulation of print publications, Web site traffic, newspapers, trade shows, industry databases, wireless communication, and other advertising-supported information providers. Engage I/PRO, a division of Engage Inc., measures Web site traffic.

The site is expected to launch in early September, and will offer unlimited access to all visitors.