ISBA, the trade body that represents British advertisers, is
backing efforts by the Internet Advertising Bureau and ABC//electronic
to attain a single industry standard for measuring the use of
The move is a bid to boost online ad revenues as scepticism around web
auditing within the industry grows.
The development follows last week's news that Chrysalis and Emap Digital
are to launch an initiative to promote the internet as an advertising
platform to marketers.
Faith in the internet as a marketing medium has waned following a number
of recent events. E-district, the internet and interactive TV portal,
dismissed its chief executive, Steve Laitman, last month after
discovering that its figures had been overstated to advertisers.
Research by ABC//electronic found that 37 per cent of marketers are
concerned about the lack of accountability and more than 85 per cent of
respondents agreed that third-party internet audits and certification
are as crucial to the buying decision as for any other media.
Bob Wootton, the director of media and advertising affairs at ISBA,
said: 'The success of the online advertising market will depend on
dotcoms throwing their support en masse behind a single, independent and
reliable advertiser-focused standard for web auditing. This is the most
pressing issue for the online community if its ad market is to achieve
its revenue potential in the long term.'