News
Urban Geek first ad network to earn the ABA green tick
Alexx Cass | @ABAwatchdog
Urban Geek Media, a leading male skewed digital publisher, is the first ad network to undergo the Audit Bureaux of Australia’s rigorous web audit process and to earn the ABA’s green tick audit accreditation.
The ABA audit process verifies that the website's measurement practises are fully compliant with industry rules and that the site's web traffic figures are accurate and reliable. Websites carrying the ABA green tick also appear on the ABA Safe Website List which is used by media buyers to verify which websites are not putting media buyers at risk by inflating media buying metrics such as web traffic figures and ad impressions. The audit of Urban Geek Media brings the ABA Safe List tally to over 300 websites across more than 60 different publishers.
Paul Dovas, ABA chief executive officer said, “We commend Urban Geek for leading the way. This signals a focus on a new area of accountability and transparency among ad networks and sales houses”.
The audit provides ad networks and publishers with greater reassurance that the partner sites they deal with are implementing measurement and ad delivery practises that are compliant with industry measurement rules. Drew Parkes, Urban Geek Media’s Managing Partner said, “The ABA web audit gives our advertisers confidence that they can trust the traffic numbers for the sites we exclusively represent and they can trust that their advertising budgets are being effectively used .”
Ad networks have unique measurement challenges because often they do not have direct control over the way their partner sites implement measurement tags and report their web traffic figures. The web audit process ensures ongoing standardisation and measurement best practises across the ever-changing portfolio of websites that an ad networks represents.
Earlier in the year the ABA published a Digital Watchdog Report identifying the common tricks and traps that the web audit process has detected in the market over the past 12 months.
Urban Geek Media, a leading male skewed digital publisher, is the first ad network to undergo the Audit Bureaux of Australia’s rigorous web audit process and to earn the ABA’s green tick audit accreditation.
The ABA audit process verifies that the website's measurement practises are fully compliant with industry rules and that the site's web traffic figures are accurate and reliable. Websites carrying the ABA green tick also appear on the ABA Safe Website List which is used by media buyers to verify which websites are not putting media buyers at risk by inflating media buying metrics such as web traffic figures and ad impressions. The audit of Urban Geek Media brings the ABA Safe List tally to over 300 websites across more than 60 different publishers.
Paul Dovas, ABA chief executive officer said, “We commend Urban Geek for leading the way. This signals a focus on a new area of accountability and transparency among ad networks and sales houses”.
The audit provides ad networks and publishers with greater reassurance that the partner sites they deal with are implementing measurement and ad delivery practises that are compliant with industry measurement rules. Drew Parkes, Urban Geek Media’s Managing Partner said, “The ABA web audit gives our advertisers confidence that they can trust the traffic numbers for the sites we exclusively represent and they can trust that their advertising budgets are being effectively used .”
Ad networks have unique measurement challenges because often they do not have direct control over the way their partner sites implement measurement tags and report their web traffic figures. The web audit process ensures ongoing standardisation and measurement best practises across the ever-changing portfolio of websites that an ad networks represents.
Earlier in the year the ABA published a Digital Watchdog Report identifying the common tricks and traps that the web audit process has detected in the market over the past 12 months.
Early Bird CAB Conference tickets on sale now
The Circulations Audit Board (CAB) is staging a one-day conference on 21 July 2011 at the Sydney Hilton focusing on the latest thinking around ad spend accountability. With high-calibre guest speakers and separate streams for media buyers and media providers, the event has already attracted a high degree of interest from all sections of the print/digital/web publishing industry.
CAB chief executive Paul Dovas will open the event, which is split into two streams for media buyers and media providers.
The morning’s keynote speech will be from Nick Keenan, the Head of Non-Broadcast at MediaCom. His interactive presentation will focus on why accountability matters more now than ever before.
Another highlight is sure to be Dr Clio Creswell, and her afternoon keynote address on the undeniable allure of numbers – a subject dear to the hearts of many in auditing, marketing, and the publishing industry.
Dr Creswell is a Senior Lecturer at the School of Mathematics and Statistics at The University of Sydney, and features regularly on television, radio and as a contributor to magazines. She is also the author of ‘Mathematics and Sex’ published in 2003. Her fascinating observations on maths and sex, and how that links back the publishing environment, are bound to impart a fresh take on the industry and raise a few eyebrows too.
CAB chief executive Paul Dovas believes the event is a timely opportunity to inform, educate and surprise the media buying and selling industry. “There are so many new developments and reporting ramifications within the wider sphere of media buying and selling.
“This one-day intensive conference will be incredibly beneficial for anyone who works in publishing whether it is print or online and is equally advantageous for media buyers and advertisers,” says Dovas.
Leading industry experts will present on a range of topics from how to avoid being scammed, to extending your brand across multiple channels. Among the case studies featured will be an informative look at successfully launching a publication onto iPads, other tablets, and eReaders.
Speakers include Adam Hobson, president of IASH Australia; Don Jones, assistant commissioner for compliance and enforcement, NSW Fair Trading; and Peter Cornelius, managing director of media at The Nielsen Company.
The day will end with a panel discussion about social media and ad spend accountability, followed by networking drinks with a special celebrity guest visitor from 4.45pm to 6.30pm.
CAB members interested in sponsoring the event are invited to contact Alison Barnes at Alpha Events on 02 9126 9412 or email alison@alphaevents.com.au.
Early Bird tickets for CAB members are $245 and $295 for non-members until Friday 3 June 2011. Click here to book your Early Bird tickets now.
Source: Circulations Audit Board; Paul Dovas.
By: Philip Jenkinson
CAB chief executive Paul Dovas will open the event, which is split into two streams for media buyers and media providers.
The morning’s keynote speech will be from Nick Keenan, the Head of Non-Broadcast at MediaCom. His interactive presentation will focus on why accountability matters more now than ever before.
Another highlight is sure to be Dr Clio Creswell, and her afternoon keynote address on the undeniable allure of numbers – a subject dear to the hearts of many in auditing, marketing, and the publishing industry.
Dr Creswell is a Senior Lecturer at the School of Mathematics and Statistics at The University of Sydney, and features regularly on television, radio and as a contributor to magazines. She is also the author of ‘Mathematics and Sex’ published in 2003. Her fascinating observations on maths and sex, and how that links back the publishing environment, are bound to impart a fresh take on the industry and raise a few eyebrows too.
CAB chief executive Paul Dovas believes the event is a timely opportunity to inform, educate and surprise the media buying and selling industry. “There are so many new developments and reporting ramifications within the wider sphere of media buying and selling.
“This one-day intensive conference will be incredibly beneficial for anyone who works in publishing whether it is print or online and is equally advantageous for media buyers and advertisers,” says Dovas.
Leading industry experts will present on a range of topics from how to avoid being scammed, to extending your brand across multiple channels. Among the case studies featured will be an informative look at successfully launching a publication onto iPads, other tablets, and eReaders.
Speakers include Adam Hobson, president of IASH Australia; Don Jones, assistant commissioner for compliance and enforcement, NSW Fair Trading; and Peter Cornelius, managing director of media at The Nielsen Company.
The day will end with a panel discussion about social media and ad spend accountability, followed by networking drinks with a special celebrity guest visitor from 4.45pm to 6.30pm.
CAB members interested in sponsoring the event are invited to contact Alison Barnes at Alpha Events on 02 9126 9412 or email alison@alphaevents.com.au.
Early Bird tickets for CAB members are $245 and $295 for non-members until Friday 3 June 2011. Click here to book your Early Bird tickets now.
Source: Circulations Audit Board; Paul Dovas.
By: Philip Jenkinson
Margaret Crichton appointed to the CAB
Former general manager of the Exhibition & Event Association of Australasia (EEAA) Margaret Crichton, has joined the Circulations Audit Board (CAB) to develop the buoyant exhibition auditing category, in a new role for the bureau.
Prior to her role at the EEAA, Margaret was the customer care manager at Reed Publishing’s online division – Catch. She has a wide-ranging background in business administration and general management having worked for a number of large corporations, as well as smaller family-owned businesses.
“I am pleased to be able to continue working with the Exhibition industry organisers on auditing as it was an important issue during my time at EEAA,” says Margaret. “The first project will be to consult with industry stakeholders to overhaul the Exhibition Audit rules and bring them in line with current market needs.”
Margaret has extensive experience across marketing, customer service and office management with a Bachelor of Business, majoring in Marketing from the University of Technology Sydney (UTS). She also has a Post-Graduate Certificate in Counselling having studied from 2006 to 2010 at the Australian College of Applied Psychology (ACAP).
In her career she has forged strong relationships with many associations and events including the Australian Business Events Expo, Australian Direct Marketing Association, Melbourne's Event Showcase/Sydney's Event, and the International Association of Exhibitions and Events.
Circulations Audit Board chief executive Paul Dovas is delighted to have Margaret on board. "The exhibitions area represents a dynamic opportunity for credible, impartial auditing where we aim to be at the forefront,” says Dovas.
“Margaret’s extensive experience and industry insights will be important as we work with the industry to help develop our rule-set to more accurately reflect the current exhibitions landscape and take into consideration where the industry is headed.”
The new appointment is effective immediately. Margaret can be contacted on (02) 9954 9800 or via email at Margaret@auditbureau.org.au.
Source: Audit Bureau of Circulations, Paul Dovas; Margaret Crichton
By: Philip Jenkinson
Prior to her role at the EEAA, Margaret was the customer care manager at Reed Publishing’s online division – Catch. She has a wide-ranging background in business administration and general management having worked for a number of large corporations, as well as smaller family-owned businesses.
“I am pleased to be able to continue working with the Exhibition industry organisers on auditing as it was an important issue during my time at EEAA,” says Margaret. “The first project will be to consult with industry stakeholders to overhaul the Exhibition Audit rules and bring them in line with current market needs.”
Margaret has extensive experience across marketing, customer service and office management with a Bachelor of Business, majoring in Marketing from the University of Technology Sydney (UTS). She also has a Post-Graduate Certificate in Counselling having studied from 2006 to 2010 at the Australian College of Applied Psychology (ACAP).
In her career she has forged strong relationships with many associations and events including the Australian Business Events Expo, Australian Direct Marketing Association, Melbourne's Event Showcase/Sydney's Event, and the International Association of Exhibitions and Events.
Circulations Audit Board chief executive Paul Dovas is delighted to have Margaret on board. "The exhibitions area represents a dynamic opportunity for credible, impartial auditing where we aim to be at the forefront,” says Dovas.
“Margaret’s extensive experience and industry insights will be important as we work with the industry to help develop our rule-set to more accurately reflect the current exhibitions landscape and take into consideration where the industry is headed.”
The new appointment is effective immediately. Margaret can be contacted on (02) 9954 9800 or via email at Margaret@auditbureau.org.au.
Source: Audit Bureau of Circulations, Paul Dovas; Margaret Crichton
By: Philip Jenkinson
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