In the ever-expanding world of digital media, it’s no longer enough for a website just to be listed in public website rankings or to provide unchecked claims from its publisher — every site needs to be independently audited by the Audit Bureau of Australia (ABA).
An ABA audit ensures that all readership data provided has been verified against industry agreed rules, which means the data only includes user-generated activity and has not been inflated through manipulation of the tracking tags.
In the past 12 months, the Media Federation of Australia (MFA) was part of an industry-wide initiative to create an audit methodology that allows web publishers of all sizes to deliver independently audited data to advertisers and agencies.
The audit brings into focus measurement and reporting practices relating to rich media, non-user requested content such as auto-refresh, and double counting issues. These are important factors that put clients’ investment at risk because they may be wasting valuable ad-spend on an audience that doesn’t exist.
“Our industry spends billions a year making media placement decisions and our clients are increasingly looking for confidence in the decisions we are making on their business — this is why transparency and accuracy of data and information is mandatory,” MFA president Gary Hardwick said.
“The ABA-audited web data process provides this confidence and I encourage our industry to be extremely cautious about using numbers that have not agreed to undergo this process to make these commercial decisions. The truth is in the detail and for sites that are not audited, can we believe in the numbers?”
info: For more information about the auditing process, visit the ABA at www.auditbureau.org.au

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