Andromedia Inc. in San Francisco said that ARIA–the company’s real-time Web site activity analysis solution–can now be configured to adhere to ABC Interactive’s industry-developed standards for independent verification of traffic.
The company said that Web site activity analysis is becoming increasingly important as is the need for external audits, with more consumer-product advertising going online and growing numbers of sites striving to generate higher ad revenues. In a recent survey conducted by Forrester Research, while only 12% of advertisers currently demand a third-party audit, 64% will do so before 2000.
Compliance with ABC Interactive standards means greater convenience for Andromedia customers who choose ABC Interactive as their auditor and use ARIA to manage their activity analysis, the company said. The standards include the metrics of page impressions, visits, ad impressions served and ad click- throughs and provide advertisers with both site and individual advertisement accountability.
ABC Interactive is the interactive auditing unit of the Audit Bureau of Circulations (ABC).
“Measuring Web advertising is essential for successful online marketing programs,” said Michael J. Lavery, ABC president and managing director. “We are delighted that leading Web site activity analysis solutions are complying to our measurement standards for audits of Internet activity.”
ARIA’s real-time analysis turns raw data about user activity into valuable information for evaluating site objectives, tracking the effectiveness of content, tracking ad purchases or ad sales, or determining the success of an e-commerce site.