Both BPA Worldwide and the Audit Bureau of Circulations (ABC) offer solutions for those who want to buy online media. Up until this year, we have had to rely on web traffic metrics provided by the webhost. Now with the technology available, we can start demanding more from our online publications.
From ABC Interactive, traffic audits are conducted using the census-based audit method, which produces highly accurate and consistent results based on actual log files. Working with online publishers, an ABC auditor reviews the server content log files and removes any spider and robot-generated activity, internal activity, and any other misleading activity.
BPA members are now able to access website traffic information—including page impressions, unique browsers, user sessions, unique browser frequency, user session duration, page duration and an executive summary of the above—on an unlimited basis to retrieve nearly real-time data, 24 hours a day, seven days a week. The ability to select by market sector, country of origin of traffic, or specific site also exists.