View Press Release (PDF 29KB)

An additional 300 sites preparing to provide "live" traffic data to the market

Shelton, CT 5 January 2010 – Another major milestone in web metrics was reached today as BPA Worldwide announced that, with the addition of five sites from CLB Media, its Interactive web traffic tool now includes data from more than 200 websites that have made their data publicly available to media buyers and advertisers.

The five newest "live" sites include CLB Media´s Electrical Business, Manufacturing Automation, PEM (Plant Engineering & Maintenance), Security Product & Technology News and Woodworking.

"More and more media owners are recognizing the importance of standardized and reliable measurement of audience reach within the interactive marketplace," commented Glenn Hansen, BPA´s President and CEO. "We expect to see a continued ‘snowball effect’ with more and more participants as the number of ‘live’ sites continues to grows and demand from the marketplace increases."

BPA´s Interactive tool, utilizing Nielsen Online´s tagging technology, provides advertisers and media buyers with audited web traffic data that applies a single set of standards across all sites. The BPA Interactive audit ensures every page contains only one tag and that tag is located at the bottom of each page.

"We are excited that it was the CLB Media sites that pushed the BPA Interactive tool past this historic threshold," reported Niel Hiscox, CLB Media Vice President, Publishing. "As media owners move ever more into the digital space, standardized and reliable measurement of audience reach is a must. Adding our websites to the BPA Interactive tool will guarantee a high degree of credibility to advertisers and buyers of online media when assessing audience reach across multiple platforms."

Due to a recent rule change, BPA members will now report "live" traffic on their circulation statements thereby providing media buyers wither a broader scope of their brand. Members´ traffic data also appears in SRDS´ (Standard Rates & Data Service) online reports.

"The BPA Interactive tool has quickly become the ultimate pre-buy resource for buyers of interactive media who wish to make like comparisons of websites," Hansen explained. "As digital advertising budgets increase, it is imperative for sites to provide not only timely, accurate web traffic data, but data that has been audited to a single standard by a global auditor of media."

In addition to the 200 sites already providing "live" data to the marketplace, BPA reports another 290 sites are tagged and receiving web traffic data in preparation for making their information publicly available. Healthcare (101 sites), Manufacturing & Processing (99 sites) and Building & Construction (42 sites) are those market segments with the greatest number of participating sites.

More than 380 media buyers and advertisers have registered to access the web traffic data.

Launched in September 2008, BPA offers audited web traffic data at no additional charge to its print and event audit members. Web traffic metrics, available in near real-time, include page impressions, unique browsers, user sessions and more.