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The agency, which signed up as an ABCe associate subscriber earlier this year, served an online campaign for the German airline in May and June.

Wayne Arnold, UK managing director at Profero, said that the agency would put a regular programme of audits in place and, ultimately, look to get campaign effectiveness results audited.

ABCe audited the Lufthansa campaign and confirmed that the ad impressions, ad clicks and number of ad unique users were in line with its standards.

Arnold explained: "This is fantastic news and, although it only confirms what we have known through our own testing, it will hopefully set a trend and standard for the rest of the industry to follow."

He added: "Having this campaign tested to prove that our methodology is correct is a positive step in dealing with media-owner discrepancies. We hope that media owners will follow the example, as well as other agencies."

Danny Meadows-Klue, chief executive of the IAB, commented: "This is another first for an industry that is growing up fast. Auditing offers the type of transparency and accountability that gives marketers even greater confidence."

Mobile agency Enpocket and advertising media and technology specialist Real Media have both had their mobile and web campaigns, respectively, audited by ABCe, but Profero is the first digital advertising agency to have one.

Profero has developed its own bespoke ad-serving tools and started to run campaigns using them in 2000.

- Analysis, p21.