BPA's Interactive Audit Tool Sees Growth in Number of Participants

Over 127 Web sites have made their traffic data available to media buyers and advertisers.

By Chandra Johnson-Greene
Wednesday, May 20, 2009

BPA Worldwide announced today that its interactive Web traffic tool, which was launched last September in partnership with Nielsen Online, has surpassed the 100-mark and now includes data from over 127 Web sites that have made their traffic data available to media buyers and advertisers.

In addition, BPA reports, another 170 sites are tagged and receiving Web traffic data in preparation for making their information publicly available. Healthcare (72 sites), Manufacturing & Processing (70 sites) and Building & Construction (38 sites) are the market categories with the highest number of participants. Nearly 300 media buyers and advertisers have registered to access the Web traffic data.

“We are pleased to see more and more media owners are recognizing the importance of standardized and reliable measurement of audience reach within the interactive marketplace,” BPA president/CEO Glenn Hansen said in a statement. “We are confident that the number of ‘live’ sites will continue to grow in this tool as demand from the marketplace increases.”

The tag-enabled census tool, powered by Nielsen’s SiteCensus service, gives BPA members access to information such as page impressions, unique browsers, users’ sessions, unique browser frequency, user session duration, page duration and an executive summary of the above on an unlimited basis to retrieve nearly-real time data, 24 hours-a-day, seven days a week.

Members can print or download Web site traffic information based on daily, weekly, monthly or historical reports, or forward the traffic data directly to sales staff or prospective advertisers.

BPA, Nielsen to Deliver Co-Branded Web Site Audits