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NEW YORK Several leading advertisers today said they would insist Web publishers provide audited metrics in a year’s time.
Colgate-Palmolive, Ford, Hewlett-Packard, Pepsi, Visa and others said they would only pay Internet sites for ad-impression counts that are audited by a third party, such as PricewaterhouseCoopers or Ernst & Young, beginning in mid-2007. By 2008, they would require publishers to have a third party certify that their processes for measuring impressions are “consistent and reliable.”
The move is intended to push Web sites to adopt uniform standard for evaluating how many people see an ad.
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