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AMAA Announces New Audited Website Measurement Service

07 Nov 2013

The Audited Media Association of Australia (AMAA) recent announcement of the launch of its new audited website measurement service, which will provide AMAA's members with a range of audited website metrics to use when buying and selling online advertising. This week the AMAA announced their technology partners Datalicious, and ObservePoint. The service is due to commence in December 2013.

This alliance will be integral to the delivery of the AMAA's audited website measurement service announced on October 21, 2013.

The AMAA's audited website measurement service is made up of four key elements; a tag management system, automated site scanning technology, an analytics platform, and audit services along with data reporting to ensure robust and consistent audited measurement.

The tag management system will be ‘SuperTag' provided by Datalicious, which will enable the AMAA to control the deployment and activation of the measurement tags.

ObservePoint continue their association with the AMAA providing automated site scanning technology which has been a core component of the AMAA website audit service over the last 2 years.

The service will consist of a comprehensive audit and reporting framework delivered exclusively by the AMAA that will report average daily unique browsers, page impressions and session data metrics.

"Access to technologies such as Supertag, ObservePoint and comScore are important components in the delivery of a robust audit service for the website measurement service - ensuring consistent, comparable data that has been verified using industry best-practice standards and technology" noted Paul Dovas, AMAA's Chief Executive Officer.

Managing the metrics is the AMAA Digital Working Committee (DWC), a new committee formed from AMAA members who recently met for the first time and elected Ricky Chanana, National Digital & Trading Director, Maxus as the new chairman.

Ricky, who was part of the review committee that oversaw the development of the service, is a strong advocate for media accountability and noted the immediate benefit that the new AMAA audited website measurement will deliver by providing audited metrics to use when buying inventory.

"The introduction of the AMAA's audited website metrics will deliver advertisers and media buyers an effective audited tool to measure all major online stats, with the ability to select variable reporting periods, an invaluable resource for buying media for our clients to fit their marketing timetables."

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