I ran a post here towards the end of 2009 that got significant views – it was around the issue of media agencies demanding ABA audited data from their publisher partners.
Alexx Cass, the ABA’s Digital Watchdog made the following comment
“Also stay tuned – in the new year I will publish a case study of what actually happens to web traffic figures when you add auto-refresh code and then remove it.
“The amount of inflation is *much* larger than you think, with Session Duration hit the hardest!”
I also touched on the fact NONE of the IAB’s board member publishers are audited. I have even heard many have refused to be audited.
Personally, this is probably the first major issue facing the industry – the media agencies anyway – of 2010 but it seems like there’s almost an air of complacency around it all.
Therefore, it’d be great to see Alexx’s case study. I have seen it – I have the document – and it’s compelling reading.
It would be great to get a statement from the IAB around this and an idea of when we can expect the likes of ninemsn, NDM, Fairfax Digital, Yahoo! and Bigpond to either submit to audit or publicly refuse.
Makes sense to me – between these 5 companies the amount invested from advertisers would be in the vicinity of $300m+. $300m+ and they can’t even prioritise an audit that protects the advertisers that fund them?