AMAA Chooses comScore

Australian audience body the AMAA has today announced the launch of its new audited web site measurement service, which will use comScore's Digital Analytix platform to provide a range of metrics for ad buyers and sellers.

The AMAA (Audited Media Association of Australia) says the 'comprehensive audit and reporting framework' will include average daily unique browsers, page impressions and session data metrics - based on global standards set by the IFABC. It is also looking at broadening the offer to include unique devices and video activity.

Association Chairman Dr Stephen Hollings says the service is designed to give metrics accessible to everyone from 'the smallest website publisher to the largest' - and which are in line with its other, existing audit services, using 'the same level of auditing rigour and transparency that we apply to print and events.'

The service will include four key elements: a tag management system, automated site scanning technology, an analytics platform, and audit services along with data reporting. The choice of comScore followed a review process begun in May this year and overseen by a cross-party technical review committee. comScore - whose main competitor in the bid was Effective Measure - was selected based on a review of 'pre-agreed selection criteria, which included methodology, quality of service, relevance, scale and capacity'.

AMAA CEO Paul Dovas (pictured) commented: 'We are grateful for the opportunity to have worked with Nielsen over the last four years and while today's announcement represents a new era and a new approach by the AMAA, our commitment to deliver census-based, audited website measurement to our members remains as important as ever.'

The first reporting of data is scheduled for December.

Web sites: www.auditedmedia.org.au and www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• comScore, Inc.
• All news
• MrWeb info