In the wake of IAB estimates of record digital ad revenue in 2006, a new survey says even more dollars could be brought in if the metrics in place were better, reports AdWeek.
The survey comes from the Audit Bureau of Circulation and NSON Opinion Research. Respondents tagged the issue of verifiable metrics as their chief concern: Two-thirds said they don't have faith in the accurate measurement of ads they're running now; 75 percent said independently audited numbers for online publications would make them more likely to advertise there.

Respondents identified site traffic, ad impressions and ad delivery as the three most important metrics areas for accurate accounting.

Though the vast majority of those surveyed said they plan to boost their online ad budgets this year, they also said those increases would be greater if better metrics were in place.

Younger marketers are more trusting of the numbers publishers provide, according to the survey; much of the call for independent audits of online numbers, then, seem to be coming from older marketing professionals.