GCap gets ABCe approval for digital data auditing

by Ben Bold, Brand Republic 26-Jul-05, 07:30

LONDON - GCap Media, the radio giant formed from the merger of Capital Radio Group and GWR, has become the UK's first firm to meet ABC Electronic auditing standards for its SMS and email data.

The company hopes that ABCe accreditation will make it a more attractive prospect to advertisers wishing to use SMS and email for promotional campaigns.

The audit provides GCap with official endorsement of the quantity and quality of its data and enables client companies to view the radio group's SMS, email and web traffic figures at abce.org.uk.

The development process at GCap was overseen by Giuseppe Troisi, an interactive consultant to the company.

"Each of the websites, online radio, video products and now SMS and email databases are audited," he said. "Certification enables us to grow trust in SMS and email -- to add reassurance to our advertisers that they are all credible and powerful channels."

Capital Radio-owning GCap is the UK's largest commercial radio company. It owns one national analogue station, Classic FM, 54 local analogue stations, 100 digital stations, and owns or has an interest in 28 digital radio multiplexes.

ABC Electronic was established in 1996 to provide third-party verification and certification for data related to electronic media.

In February this year, Associated New Media, the digital publishing arm of Associated Newspapers, announced it had become the first online media owner to audit its ad server to ABC Electronic standards.

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