Advertisers Don't Trust Online Ad Measurement

february 9, 2007  11:26 am
A new study released by the Audit Bureau of Circulations and NSON Opinion Research says few advertisers have confidence that their online ad impressions are measured and reported accurately, according to E&P. Ninety-one percent of the 270 online ad professionals surveyed said it's important to audit ad impressions and 89 percent want to see the verification of online traffic. In addition, 83 percent of survey respondents plan to increase online ad spending in 2007, and more than half expect double-digit budget increases. The survey also found that younger respondents were more trusting than older ones. Seventy-five percent of those under 25 said they trust metrics provided by online publishers, compared to only 22 percent of those between 55-64.