Web site auditing

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The Audit Bureau of Circulations said it will provide third-party auditing of Web sites to industry-developed standards. The Interactive Auditing Service is being provided by the Audit Bureau of Verification Services, an ABC subsidiary formed in 1995. The new service "provides a level playing field for advertisers to compare Web sites just as they do with newspapers, magazines and business publications through ABC," said Rich Hamilton, senior VP of D'Arcy Masius Benton & Bowles and chairman of ABC's interactive subcommittee.

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