DM News: BPA, I/PRO Debut Program to Boost Traffic Audits

Online media auditors BPA and I/PRO formed an Agencies for Interactive Audits group in an effort to boost the adoption and use of site traffic audits. Mediasmith CEO Dave Smith noted that some agencies prefer the complete count audits rather than sampling audits, as they allow for more accurate forecasting for sponsorships, roadblocks and some other buys. They also tend to be much more accurate with smaller and business-to-business sites.