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BizReport : Advertising : December 07, 2006
ABCE Abandons Page Impression Metric
From January, 2007 ABC Electronic will use unique visitor statistics in place of page impressions.
ABCE is a UK based not-for-profit organization that helps marketers and publishers get correct assessment of data. The move will enable online publications to better judge and compare audience size with printed media. It will also bring them in to line with other web analytics, Nielsen and comScore already base their results on unique visitor figures.
"In a time where more media buyers, owners and advertisers are considering the importance of cross-platform advertising opportunities, making unique users the mandatory minimum metric for ABC Electronic certification will prove to be a positive and valued move," said Richard Foan, managing director of ABCE.
"This change has affected the fundamental way we conduct all website audits. Changes have been made to our pricing structure, website, certificates and technical processes to reflect this. As a result media buyers, owners and advertisers now have access to a tradable and comparable online currency, with an even more cost effective audit entry price."
ABC Electronic has added a Unique User FAQ page on their site.
Tags: comScore, Nielsen, page impressions, unique visitors, web analytics
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