ABA Web Audit Service Numbers You Can Trust

1. ABA Web Audit ServiceNumbers You Can Trust June 2 2009

2. Background • May 1932 the Audit Bureau of Circulations was founded by the media industry to address the urgent need for transparency, accuracy and integrity of circulation numbers in print. • June 2009 our industry is faced with a similar need for transparency, accuracy and integrity of web traffic data. • Frustration, unease and confusion plague media buyers of online advertising • ABC and CAB Boards, (The Audit Bureaux of Australia) have responded to the need for an audited currency by launching a completely new service for the online media industry

3. The Process • ABC, CAB, MFA and AANA and other stakeholders came together to form a Digital Sub-Committee • The Sub-Committee determined a list of industry requirements and criteria that providers must meet • Web measurement providers were invited to participate • The Sub-Committee completed an extensive review of web measurement providers – both international and Australian • A partner was selected based on the ability to meet the requirements

4. Chosen Provider – Nielsen Online • Nielsen to provide both ABC and CAB (Audit Bureaux of Australia ‘ABA’) Members with a low-cost, exclusive access to Market Intelligence • ABA to service clients with under 4 million page impressions per month • ABA to become exclusive auditor of Nielsen services: • ABA to engage all members & Nielsen clients for audit services • ABA to audit Nielsen system

5. The New Online Landscape

6. ABA – Web Audit Service • What?Audit of usage and placement of web measurement tags and Nielsen system. • When?Full audit on joining followed by monthly audits • Who?Audits to be conducted by ABA’s qualified auditors

7. ABA – Numbers you can trust • Transaction data that is verified to industry owned standards • Standards that are defined by buyers and sellers and recognised as “currency” in the media industry • Key Web Metrics Being Reported Monthly:- • Unique Browsers (How many people) • Page Impressions (How many pages) • Sessions (How many visits in total) • Frequency (How often per person) • Duration (How long)

8. 3 Layers of the ABA Web Audit Service • ABA eData portal: Member’s audited monthly website data listed alongside print circulation figures • Nielsen Online’sMarket Intelligence: Member’s audited daily website data listed in competitive rankings • ABA 360° Auditing: Member’s overall digital measurement procedures are audited to ensure compliance with industry guidelines, policies and standards

9. Benefits of the ABA Web Audit Service • Numbers You Can Trust– Credible and comparable figures derived using proven measurement methodologies coupled with ABA’s independent auditing expertise • Print reported alongside Online – Audited print circulation data is published alongside audited website data on the ABA’s eData portal for ABC and CAB members • 360° Auditing– Digital measurement procedures are audited to ensure compliance with industry guidelines, policies and standards ensuring maximum credibility • Affordability and Visibility For Niche Sites– Special discounted rates for Publisher members with niche sites with audited members listed in Nielsen Online’s Market Intelligence service verified with an ABA logo • Supported by the MFA – encouraging advertisers to give preference to audited media giving publishers an advantage over unaudited sites

10. Audited Websites in Market Intelligence

15. What’s Next • Roll out ABA Web Audit Service across ABC and CAB Members • Explore audit services for other Digital Media including: • Digital Publication download and access • Radio and TV • Smart phones and PDA’s • Video • Consider a new Industry Group bringing together Publishers, Media Buyers, Advertisers, Associations and technology partners – JICWEBS Australia?

16. Launch Date? TODAY!!!! Thank You