New body sets SA Internet standards

By Iain Scott, ITWeb group consulting editor

Johannesburg, 23 May 2003

The newly launched Online Publishers` Association (OPA) has announced a new framework for measuring Web site traffic, aimed at restoring the credibility of data provided to the advertising and marketing industry.

The local online publishing sector was plunged into a crisis of sorts last year when SA`s two largest Internet publishers, IOL and eMedia24, withdrew from the Audit Bureau of Circulation, citing a lack of credibility and challenging the body`s measurement procedures.

Subsequently 16 online publishers, including ITWeb, formed the OPA, which has among its aims the provision of reliable information about audiences and their behaviour to the marketing and advertising industry.

OPA chairman Russel Yeo says the body`s overall mission is to promote the online publishing sector`s growth and profitability by setting standards and meeting marketing and advertising professionals` needs.

He says one of the problems with Internet measurement at present is the fact that sites use different technology and measurement methods.

"The advertising and marketing fraternity needs a system of measurement that is not only comparable between sites, but which can be related to other media metrics. Above all, they need to trust the results," he says.

The new framework, which is to be adopted by all OPA members, proposes that the current method of measuring page impressions through a log file analysis be replaced with a site-centric counter-based system that counts a page only once it appears in a user`s browser.

The system works by placing code that sends information to a server. Different types of content, for example refreshes, chats and forums, will be reported separately.

Iafrica.com MD JP Farinha, who heads the OPA`s measurement committee, says the body had to consider what to measure and what to exclude, how to measure impressions, how to audit them, and what units of measurement to use. The idea is to use a single, uniform third-party measurement system.

A user interface is also to be provided to agencies with reports updated near real-time.

"We have agreed on the standards and we are now evaluating third-party technologies," he says.

The next steps are to get industry buy-in through workshops, implement the system and then verify the information through audits.

Farinha says the body hopes to have the system operating within the next six months.

The OPA consists of 365 digital, Ananzi, BDFM, iafrica.com, IOL, ITWeb, Johnnic Publishing, Mail & Guardian Online, eMedia24, Moneymax, Moneyweb, MSN SA, M-Web, Ramsay Son & Parker, Supersport and Tiscali WorldOnline.