Audit Bureau sets measurement guides

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ABVS Interactive, the online auditing subsidiary of the Audit Bureau of Circulations, adopted a series of definitions and audit standards at the ABC's board meeting last week. They are:

  • A visit is a series of page impressions to a single user in an uninterrupted sequence.
  • An ad impression is an advertisement delivered successfully to a qualified visitor, with the objective of which there was an "opportunity to view" the ad.
  • ABVS's ad-specific report will provide audited information on ad impressions, click-throughs and the ratio of ad impressions to click-throughs during a given reporting period. Additional information can be obtained from a supplemental report.

Copyright March 1997, Crain Communications Inc.

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