CNN, Pathfinder Sign with ABC Interactive for Online Ad Audits

CNN and Time Inc. New Media’s Pathfinder Network selected ABC Interactive, the interactive auditing unit of the Audit Bureau of Circulations (ABC), to verify delivery of their online advertisements.

ABC Interactive said it will provide monthly advertiser-specific audits using its new integration of NetGravity features for both operations.

An advertiser-specific audit provides a single advertiser with a “post-buy” report on the activity of a particular site regarding a specific campaign. The report includes summary information about delivery of the advertiser’s message (measured by ad impressions served and/or ad insertion requests) as well as the response rate (measured by clickthroughs). The ratio of clickthroughs to ad impressions is also noted.

“The CNN Web sites are committed to providing our advertisers with the highest possible level of accountability,” said Richy Glassberg, senior vice president and general manager for global sales, Turner Interactive.

“We are excited to be the first content provider on the Web to offer all of our advertising clients actual campaign audits that go beyond general site audits.”

According to Michael Stoeckel, director of business technology for Time Inc. New Media, “The ABC Interactive/NetGravity integration is an important new way to ensure our advertisers have the reliable information they need to continue to invest their advertising dollars in the Pathfinder Network.”