AMAA cracks autorefresh transparency problem in bid to get big publishers into web audit

The Audited Media Association of Australia (AMAA) has confirmed from next month it will begin reporting the numbers for website which automatically refresh their pages, with the hope of bringing Australia’s largest publishers into the survey.

The AMAA’s CEO Paul Dovas told Mumbrella the move would provide greater transparency in the online measurement market and would hopefully open the door to the entry of larger publishers in the online auditing service. This month Private Media, which publishes Crikey and Women’s Agenda among other sites, has re-entered the survey.

“We will be reporting auto-refresh separately. We are capturing it now and testing it, with the plan to release it as a feature next month,” said Dovas.

“As of next month we will be able to bring transparency to autorefresh activity and we will be reporting impressions generated automatically under a separate metric,”