As big brands continue to realize that the internet is a viable advertising medium, they are beginning to ask for more accurate traffic measurement and a greater focus on stopping click fraud.

Many larger companies that will begin, or are considering, moving more of their advertising budget to the internet, are calling for independent audits of online publishers' traffic stats. Among those companies are Ford Motor Co., Colgate-Palmolive and Kimberly-Clark, according to the New York Times. Advertisers are also concerned about click fraud.

To help alleviate these fears, some companies have begun sharing their proprietary information with potential advertisers. Nielsen/NetRatings, for example, is undergoing new certifications to verify its measurement results. Also, companies such as Google, Yahoo and LookSmart are making a greater effort to explain to industry groups exactly how click-based advertising works.

"The Internet has matured to a place where traditional marketers - companies that have been spending much more money on television and print - are asking the questions that they would ask for the print side. I see that to be very positive because it does legitimize the internet," explains NetRatings VP of Measurement Science and Product Marketing Mainak Mazumdar.