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Auditing Online Media

Posted on 3.20.2006

In the world of traditional media, there are established outlets (billion dollar industries in fact) which help you audit the various communication formats you've invested in advertising your product through. For example, the Audit Bureau of Circulations for print, Arbitron for radio ratings, and Nielsen for TV research.

When it comes to auditing online media there are considerably more challenges. When it comes to discovery and planning regarding where marketers and online media buyers put their online dollars, where are you going to go? Purchasing ad space from small, niche websites is akin to gambling - the odds are not in your favor; and you don't know really what you're going to get in return.

Unless you have a sizable budget and can employ an ad network to do your media buying on a bulk level for you, most website owners don't really have a lot of options - or do they? The challenge is not in finding companies which fit within an enterprises marketing objectives (and within your budget) but also monitoring the status of sites to ensure they are producing the traffic or exposure to your site or brand respectively.

Here are two great sites we use frequently to monitor the popularity of sites and on which we make media buy recommendations:

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