Ad Network's Deal Promotes B2B Web Traffic Audits

In the US, digital media platform BBN has struck a deal with not-for-profit media auditor BPA Worldwide. BBN's publishing partners, who between them control more than 800 b2b sites, will be offered BPA's third party site audit data.

Founded in 1931, BPA Worldwide offers consumer and business media audits to consumer and B2B media owners and media buyers in more than 25 countries. The organization audits 2,600+ media properties, including more than 1,500 B2B publications, over 350 consumer magazines, 150 newspapers and many other off- and online media.

The new deal offers BBN's partners - more than 70 in number - audited web traffic data and user demographics via the Nielsen-powered BPA Interactive tool. User demographics will be provided via Nielsen surveys with overlays from BPA's current agreement with Bizo. Existing BPA members will receive the web audit service is available at no additional charge.

Upon completion of data collection and verification by BPA audit professionals, the statistics will be aggregated to establish a BBN BPA listing. This listing will represent BBN's partners in aggregate as well as provide aggregated listings for each of BBN's vertical channels.

'Working with BBN, we will be able to provide quality user profile information to members across the entire network,' explained BPA President and CEO, Glenn Hansen (pictured). 'The user data will be valuable to both web sites and advertisers as they target their products to the best possible audiences. It is this kind of information that buyers of online advertising have been requesting.'

Web sites: www.theb2bnet.com and www.bpaww.com .