Ad-tracking tool launched to tackle misplacement issue

details of the site on which it was seen. The tool also reveals the
number of times that an ad is clicked through by users.

WebAbacus hopes the service will help to address the problem of ad
misplacement. Last year, the misplacement of ads on inappropriate sites
involved campaigns for such advertisers as easyCar and eBay, prompting
an investigation by the BBC's Panorama programme. Subsequently, the
Institute of Practitioners in Advertising (IPA) and IASH (Internet
Advertising Sales House) conducted an audit of its members to address
the issue.

Sean Burton, product manager for WebAbacus, said his company felt
"compelled to respond" to the industry's concerns about the lack of
control and regulation.

However, some experts have questioned the attraction of the WebAbacus
concept to ad networks, arguing that it removes their purpose. The role
of online ad networks, such as LBi, is to distribute remnant advertising
on behalf of media agencies, avoiding the need to negotiate with
possibly hundreds of individual media owners.

Caroline McGuckian, global head of media at LBi, said: "It's a really
interesting idea, but a lot of publishers might not accept it in the
early stages. In an ideal scenario, it is advantageous, but you have to
offset that against whether a network is reputable, and the fact that
you're buying inventory at a low rate because you're not certain where
it's going to be seen."

But WebAbacus' Burton said his firm was trying to demonstrate
alternative methods of ad-tracking. He added: "It's about trying to
empower clients so they can understand and monitor effectively where
their ads are being placed. Another advantage of our system is that it
lets an advertiser know if their creative is being picked up and used
elsewhere."