There is no surprise in the Audit Bureau of Circulations new survey - ad agency and advertisers not 'very confident' that online ad impressions are measured and reported accurately and 84 want an independent third party auditing firm to verify this figures ...
Interesting, that younger ad professionals are less skeptical: 75 percent of respondents under 25 trust the metrics provided by online publishers, compared to 22 percent of those in the 55 to 64 category.
As an industry buyer I would also say, it would help ... as a media seller I would say, if it helps the buyer and it gets an standard, yes sure ... but as a company investing that money, I want to and need to measure the ROI of advertising and marketing investments myself - and I want the media to support me with that!
from Folio: Mag by Linda Zebian
ABC Survey: Internet Ad Revenues Up in 2006, But Advertisers Long for More Accurate Measurability
Download ABC’s survey Summary (PDF)
Online Accountability: Gauging the Growing Demand for Audited Web Metrics.