As more advertising campaigns move into the digital arena, advertisers and media agencies need to have confidence in their ad impressions numbers. With internet ad spend in 2011 reaching €20.9 billion in the EU and £4.8 billion in the UK alone, advertisers and agencies need to ensure advertising campaigns reach their intended consumer audience, says the ABC.
Implementation of the International IAB/ABC UK Spiders & Bots list is a key step to prevent non-human traffic being counted in web analytics. This comprehensive list, updated monthly, filters out all non-human activity from known Spiders and Bots that otherwise can significantly inflate ad impression and site traffic counts. Removal of Spiders & Bots provides transparent and accurate measurement for ad impressions and site traffic claims.
Media agencies and advertisers benefit by being assured that their online campaigns reach their intended audience: real consumers able to make purchasing decisions – after all it is people that buy products, not computers! It allows publishers to report trusted figures reflecting actual consumer interaction with their websites to media agencies & advertisers. This win-win situation provides a greater level of confidence in the entire ad trading process.
James Bromley, Managing Director at Mailonline.com says, “We apply the International IAB/ABC Robots and Spiders list to our website traffic reporting to ensure that Media Buyers and Advertisers can trust our figures and rest assured that advertising placed with us is being viewed by humans not robots! It's fundamental that Media Owners take the necessary steps to ensure Advertisers are not wasting their money on non-human users who cannot make a purchase or view an advertisement.”
Alain Heureux, IAB Europe President and CEO says, “This initiative is fully in line with our mission to protect, promote, prove and professionalise the digital industry in Europe, as the International IAB/ABC Spiders and Bots lists provides all players with accurate and truthful information on web analytics. I am confident that this partnership will help to raise awareness on non-human traffic and on the importance of the measurement challenges the next few years may bring.”
To organise your subscription, please contact either ABC UK or IAB Europe.
