I/Pro release: Advertising Agencies and In-House Media Buyers Call for Web Site Audits

Website traffic auditor I/Pro announced that a dozen large media buying groups joined its Agencies for Interactive Audits program, including Mass Transit, Beyond Interactive and Universal McCann. I/Pro marketing VP David Barlin said that audits are one tool media buyers have to keep campaign prices in check, allowing them to seek out alternative traffic from lesser well-known publishers, yet still have a warm fuzzy feeling about the legitimacy of the numbers.