A 2006 survey sponsored by the US Audit Bureau of Circulations (ABC), shows that less than half of ad-agency respondents and only one-third of advertiser respondents said they were confident that their companies’ online ad impressions were measured and reported accurately. Key findings from the study “Online Accountability: Gauging the Growing Demand for Audited Web Metrics”:

• 91 percent of respondents said Web metrics are important to audit ad impressions and delivery

• 89 percent felt it’s important to verify Web site traffic

• More than half of the survey respondents said they would be more likely to advertise on blogs, podcasts, streaming video, and mobile media if audited by an independent firm

• Advertising buyers said the primary benefits of audited digital media include more reliable data, better post-buy analysis and evaluation, more confidence in media buys, more effective media plans, and more trust in Web site properties

• 75 percent of ad professional respondents under age 25 said they trust the metrics provided by online publishers, compared to 22 percent of those in the 55-64 age category.