ABC Rolls Out App Traffic Metrics

In the UK, media measurement standards body the ABC has launched a new set of metrics to measure and evaluate online app activity.

ABC, which was launched in 1931, determines best practice in how media industry data is prepared and reported, and offers an audit and compliance service to check this data. It works with JICWEBS (the Joint Industry Committee for Web Standards) to create common standards for digital measurement.

The new metrics are JICWEBS approved and were developed following dialogue with media owners and media buyers. They offer media owners the option of reporting app traffic alongside other web site traffic, via a 'Web Traffic Certificate', or on a distinct 'Certificate of App Traffic'.

ABC says the new metrics complement recent developments in the reporting of both consumer magazines and the digital editions of regional newspapers.

Richard Foan, ABC's Group Executive Director of Communication and Innovation, comments: 'The pace of the digital world is reflected in our continuous innovation including bringing new channels into our certification process. This will enable media owners to highlight the growth of their smart device apps while at the same time allowing advertisers to gauge their popularity and measure client campaigns accordingly.'

Web sites: www.abc.org.uk and www.jicwebs.org .