Yahoo! moves audit biz; others also looking

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Yahoo!'s decision to use ABVS Interactive and Ernst & Young to audit its Web sites may signal the start of a major battle for Web auditing allegiances. Several major clients, including CNN, Starwave Corp., Infoseek and Excite, are known to be reviewing their options.

Yahoo! wanted to "strategically change the way we audit and certify our sites," said Jeff Mallett, senior VP-business operations. "We decided it was best to move away from the model of sending files to an independent source," which is the way its current auditor, Internet Profiles Corp., operates.

For more on this story see the full article in INTERACTIVE.

Copyright April 1997, Crain Communications Inc.

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