As recently reported in The Australian, the media agency Maxus have announced they are only buying display advertising on websites that are audited by the Audit Bureaux of Australia “with immediate effect”. This comes after a recent round of support for audits from media-buying agencies (such as GroupM and OMD) who have begun to give more buying preference to audited websites.

The Audit Bureaux of Australia’s (ABA’s) campaign for measurement reform is showing results with an increasing number of online publishers changing their website measurement practises in order to comply with the ABA’s web audit process. Austereo, Allure Media, Independent Digital Media and SheSpot are among the group of recent publishers to improve the accuracy and credibility of their website metrics by removing publisher-generated traffic from these figures.

A project working to inventory media and advertising archives in Australia is seeking information. The Media Archives Project, based at the Centre for Media History at Macquarie University, aims to locate archives for all forms of media and the advertising industry, whether held by organisations or individuals.