ABA Digital Audit Services

Numbers You Can Trust for Websites, Email Newsletters and Digital Editions

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Which Websites Can You Trust? An ABA green tick means a website is rules-compliant (no manipulation of the tracking system) and the figures have been independently verified for accuracy. Find Out Which Sites Are Audited! Need Access To Web Figures? Contact webaudit@auditbureau.org.au to organise a FREE trial registration to the ABA Masthead Reports, your one-stop portal for print and digital audited data.

Not Audited? Sign Up Now! To sign up to the Web Audit Service please contact us on 02 8912 6009 or email webaudit@auditbureau.org.au. Web Watch Newsletter Subscribe to the Web Watch Newsletter to receive rules updates, website category reports and other important industry measurement announcements.

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The ABA Digital Audit Service is the only service that audits and verifies audience metrics and measurement rules-compliance for digital properties and reports these audit results in both the ABA and Nielsen media-planning directories.

Audited Members receive: the highest standard of audited figures in Australia (MFA-endorsed) Verification for Industry Rules Compliance Audit logos bearing the ABA's green tick of approval Digital figures listed alongside ABA print circulation figures Website listing in Nielsen's Market Intelligence rankings Participation in our Digital Watchdog Committee

The ABA Masthead Reports show digital audience figures in the same destination as ABC/CAB print circulation figures.
Showcase your digital offering to traditional offline advertisers as they move more ad spend online!
Find out more about the ABA Masthead Reports.

 

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Introduction to the Web Audit Service

The ABA Web Audit Service audits and verifies audience metrics and measurement rules compliance for websites and reports these audit results within the ABC/CAB eData platform and Nielsen Online’s Market Intelligence system (with an audit verification symbol ).

The ABA Web Audit service will provide a complete (360°) audit of digital properties, including verification of:

• compliance to ABA Measurement Rules and Guidelines;
• the accuracy of reported audience figures (including validation of traffic fluctuations)
• correct placement and number of tags per page by online publishers;
• correct publisher configuration within Nielsen and ABA systems, including validation of site definitions, brand roll-ups and categorisation
• supplementary digital channels including: Digital Editions, Email Newsletters, Mobile Sites and Video

Why is an ABA Audited figure the most trusted in the market?

An ABA audited figure is the only number in Australia that has been independently audited to ensure that it has not been manipulated by the publisher and is not in any breach of industry measurement rules. In December 2009, the MFA endorsed ABA audited figures as the highest standard for census-based market metrics in Australia - read the press release here.

To compare how the ABA Audit Service differs to web analytics tools such as Google Analytics, refer to this article:
Web Audits versus Web Analytics.

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Connect with Advertisers and Agencies!

The ABA Digital Audit Service is the only service in Australia that ensures your digital brands are listed in both of the key media-planning directories for advertisers and agencies:

ABA CrossMedia:

The ABA CrossMedia directory is where direct advertisers and agencies go to find the full picture for each media title in Australia. CrossMedia is also focused on helping advertisers to find niche media offerings through our detailed listings of B2B and specialty websites. CrossMedia is the only place where media-buyers can find audience figures for Print, Websites, Digital Editions, Email Newsletters, Mobile and Exhibitions. Find out more about the ABA Crossmedia Masthead Reports.

Nielsen Market Intelligence:

Market Intelligence is the Australian currency for daily website rankings for over 1000 ad-supported websites and is used by hundreds of agency personnel every month. Some publishers have been able to triple their advertising revenues in a single month after they were listed in the media-buying systems and seen by new advertisers.

Click to view the Nielsen Market Intelligence brochure.

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What is the process for Members?

What
The ABA will audit measurement rules compliance and the usage and placement of web measurement tags from the accredited web analytics system, Market Intelligence and how the system is configured to collect and report that user's traffic.

When
A comprehensive audit will occur for each member upon joining, with further random audits of data to be conducted on a monthly basis. Market Intelligence’s system accreditation will be reviewed annually.

Who
The audit will be conducted by qualified ABA auditors under the guidance of the ABA‘s Digital Services Manager. The ABA’s extensive international network of web traffic professionals and auditors will ensure a global best practice approach to Website audits.
 

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ABA Digital Audit - Products and Services

The following products and services are provided as a part of this package:

1. Nielsen tracking tags as part of the bundled web measurement/audit service.
   
   
2. Audited monthly website data listed in the ABA’s Cross Media portal, (also optional Email and Digital Publication audits).
   
   
3. Audited daily monthly website data listed in public Nielsen Online Market Intelligence (Australia Domestic) competitive rankings.
   
   
4. ABA Auditing of member’s digital measurement procedures to ensure compliance with industry guidelines, policies and standards.
   
   
5. Web audit certificates and ABA audit verification logos.

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Advantages for Publishers

As a part of the ABA’s Web Audit Service, publisher members will receive:

1. Numbers You Can Trust – Credible figures derived using proven measurement methodologies coupled with the ABA’s world-class independent auditing expertise.
    
2. Print and Online Reports Side-by-Side– Audited print circulation data is published alongside audited website data through the ABA’s eData portal showcasing your print and web audiences.
    
3. 360° Auditing – Digital measurement procedures are audited to ensure compliance with industry guidelines, policies and standards.
    
4. Maximise Your Exposure – Audited sites are also listed in Nielsen Online’s website ranking system, giving high brand visibility to online media buyers and advertisers.
    
5. Affordability For Niche Sites – the unique ABA Web Audit Service, powered by Nielsen Online, offers special discounted rates for Publisher members with niche sites.
    
6. Greater Credibility – Be recognised as an industry leader delivering audited data about your web traffic activity.
    

Advantages for Media Buyers

Through the ABA’s Web Audit Service, Agencies and Advertisers will gain:

1. Numbers You Can Trust – The ABA’s consistent data collection methods and reporting procedures (endorsed by the MFA) provide credible and comparable website figures.
    
2. No Extra Cost – Audited figures are reported to advertisers and agencies as a part of their CAB/ABC membership and Nielsen subscriptions.
    
3. Understand Print and Online Audiences – Gain more insights and compare print and online audiences through the ABA’s eData portal.
    
4. Greater Accountability – Web traffic data will be held to a new standard through 360° auditing and adherence to policies and guidelines created in consultation with industry bodies such as the MFA, IAB and IFABC.
    
5. Data About Niche Sites – The ABA Web Audit service provides a deeper view of the niche tastes of the Australian online audience.
    
6. Participate In The Process - As a valued ABC/CAB member, you can participate in the standard setting process.

“The ABA and Nielsen Online partnership is a noteworthy industry development that has the MFA's full support. Not only will it give agencies greater visibility of the long tail but also some reassurance, through the audit process, that the data collection procedure for each publisher conforms to the set guidelines and is reported on a consistent basis allowing direct comparability.”

Kerry Field, MFA Digital Sub-Committee Chair and Partner, Innovation, Mindshare
 

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Digital Publications and Email Newsletters Audits

Refer to these pages for more information on:

• Email Newsletter Audits
• Digital Publication Audits

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Sign up now!

To sign up to the Web Audit Service please contact us on 02 8912 6009 or email webaudit@auditbureau.org.au.

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Subsrcibe to the Web Watch Newsletter

Subscribe to the Web Watch Newsletter here. The Web Watch newsletter provides digital industry news and updates about media-buying  metrics, measurement issues, rules changes and the ABA Audit Service. A subscription to this newsletter ensures that you stay up to date with important ABA and wider online industry initiatives.

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