AMAA launches new website auditing service

December 6, 2013 1:14

The Audited Media Association of Australia (AMAA) has announced a new website measurement service which will provide media agencies with a range of audited metrics to “bring more rigour” to online figures.

The service will consist of a comprehensive audited framework which includes average daily unique browsers, page impressions and session duration data provided by Commscore, which the AMAA announced in October as the endorsed analytics platform for Australia’s online currency.

Ricky Chanana chairman of the newly formed Digital Working Committee (DWC) which oversees the service, said it would give media buyers an audited product and greater piece of mind.

“We decided to get all of Comscore’s raw data, put all our auditing tags on there and launch this new audited measure,” said Chanana. “The way I see this working is media agencies can go to the website when you get numbers from a publisher to ensure the numbers are right and are not inflated.”“It just gives a media agency that extra element of satisfaction that someone is policing the numbers because at this stage Nielsen’s market intelligence product doesn’t have any auditing,” he said.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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