Glenn Hanson, president-CEO of BPA Worldwide, announced the initiative Monday at the ABM/FIPP B-to-B World Conference.
Noting the many competing Web site metric monitoring solutions, Hanson declared, “It stops today.” He said the standard metric would solve a long-time dilemma for advertisers and media buyers.
“This solution will create a level playing field,” Hanson said.
In addition to collecting quantitative data such as page views, unique browser sessions and page duration, BPA will collect qualitative information from Nielsen, Hanson said.
The service will supplant BPA’s existing Web log auditing service. The page-tagging system will offer “near real-time auditing of Web activity,” Hanson said.
The service will be in beta with up to 100 BPA members through December and will go live in January, Hanson said. “We saw this as an opportunity to give back to our members,” he said.