ABC Electronic makes unique users standard metric

by Danielle Long, Revolution UK 07-Dec-06, 08:00

LONDON - ABC Electronic is to make unique users its standard metric in an attempt to make its data comparable with print circulation audits.

The ruling by the Joint Industry Committee for Web Standards (JICWEBS) will mean that unique users, which represents the technical reach of a website, will replace page impressions as the mandatory minimum metric used by the audit bureau.

The page impressions metric represents volume of traffic to a website.

ABC Electronic believes the new standard will enable the company to provide more relevant data that is transparent and comparable alongside print circulation metrics.

The ruling, which takes effect from January 2007, has been welcomed by a number of publishers and industry bodies, including the IPA and News International.

Stuart Corke, director of strategic planning at News International, said: "It's really important to be able to enhance, and represent, our overall reach with audited figures both online and offline. We welcome this move and look forward to continuing to deliver monthly certification from ABC Electronic."

Richard Foan, managing director of ABC Electronic, said: "In a time where more media buyers, owners and advertisers are considering the importance of cross-platform advertising opportunities, making unique users the mandatory minimum metric for ABC Electronic certification will prove to be a positive and valued move.

"This change has affected the fundamental way we conduct all website audits. Changes have been made to our pricing structure, website, certificates and technical processes to reflect this. As a result media buyers, owners and advertisers now have access to a tradable and comparable online currency, with an even more cost effective audit entry price."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.