Wired (via PaidContent): These Traffic Numbers Are Real

PaidContent's Rafat Ali points to Wired's report on site traffic auditor I/Pro as a sign that help might be on the way for small and mid-sized publishers whose traffic might not be large enough to appear on syndicated panel reports produced by Nielsen and comScore. Those publishers often find themselves on the outs with media buyers who wind up dealing with only the very largest sites because the buyers can get standardized research numbers on those sites. Of course I/Pro can't help the fact that many media buyers purchase just the big sites because the buyers are lazy or lack the time to consider the often cheaper and better targeted small fry. That's what agency reviews are for.