The Internet Advertising Bureau and ABCi, the web auditing service,
are teaming up in a bid to create a more accurate measurements of online
traffic.
The partnership will see ABCi track all the internet traffic coming from
automated 'robots' and 'spiders' - which crawl the internet searching
for content - that should not be included in counts designed to measure
human traffic, as they can give misleading traffic figures to
advertisers.
Bruce Smith, president of ABCi, said: "Spider and robot activity is
believed to be the biggest contributor to inaccurate measurement."
The two companies will update a list of spiders and robots monthly and
make it available free of charge to members. They are also working on
guidelines to improve the quality of web ad campaign measurement, which
they hope to issue by the end of the year.
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