A crisis in Internet traffic measurement has been averted for now, with dissatisfied parties agreeing to participate in addressing various issues around auditing Web site figures.
Things came to a head last week when SA`s two largest Internet publishers decided they will no longer report their Web site traffic figures to ABCe, the electronic arm of the circulation auditing body, Audit Bureau of Circulation.
The two, Independent`s IOL and Naspers`s e-Media24, cited various issues with which they were dissatisfied and said they would no longer participate in ABCe.
ABCe chairman Craig Farham and ABC auditor-general Greg Couvaras met IOL MD Howard Plaatjes and e-Media24 GM Russell Hanly on Friday morning. Both ABCe and the online publishers say the meeting went well.
Farham says although IOL and e-Media24 will not submit their figures for this quarter, and until the issues have been resolved, they have agreed to participate in addressing those issues.
The reasons originally given for their withdrawal alleged that ABCe`s quarterly reports were unclear, the body was unable to gain credibility in the marketing and advertising industry, and a declining membership supported a perception that the body was not representative of the industry.
Farham says an agreement was reached in terms of which ABCe will focus on auditing figures, while a new body, the Online Media Owners` Association, will deal with other issues, such as demographic analysis.
Hanly, who described the meeting as "very positive", says while his company will not report third-quarter figures it will review the situation in three months.
"They [ABCe] as a body don`t have the resources to meet all our needs," he says. "We have got to the point where the Internet industry has to grow up and there is a role for a new body which complements ABCe."
He says there is a need for ABCe, but the inconsistency of reporting has caused a deal of confusion.
e-Media24 has not joined the Online Media Owners` Association, as Hanly says it is unsure whether it can meet his company`s needs.
"It`s very inclusive and we`re concerned the same mistakes are going to be made. Its objectives are also too broad."
He sees the need for a new body to look after the interests only of Internet sites that publish original material.
"I am happy things are moving forward," Farham says. While he was initially unhappy that the two publishers had taken their grievances to the media, "in retrospect it did bring things to a head sooner than would have otherwise been the case".
Related stories:
Largest Net publishers pull out of auditing body
Media giants in online statistics battle
Share