Lasoo.com.au has completed its first ABA Web Audit to independently verify its monthly traffic figures to industry-agreed audit standards. Lasoo is the largest site in the online retail category to open itself up to the scrutiny of a web audit.

The first month of audited data reported:

• Audit period: May 2010

• Average Daily Unique Browsers: 26,259

• Average Daily Page Impressions: 419,649

Source: ABA Audited, Nielsen Market Intelligence May 2010

ABA audited data goes beyond basic measurement to provide the online media industry with a trusted and robust currency on which media space can be bought and sold, and delivers to the market independent assurance that a website is attracting the size of audience it claims.

Having met the stringent measurement rules prescribed by the ABA, Lasoo will now appear in the Nielsen Market Intelligence screens with a green verification tick to indicate it is ABA-compliant and the site’s traffic is being accurately recorded. Lasoo’s audited data will also be reported through the ABA’s eData portal, the online tool for ABC and CAB members.

Executive General Manager of Salmat Digital, Paul Marshall, comments: “This audit highlights our commitment to the delivery of credible and transparent audited web audience data. Being audited allows us to demonstrate that we are not associated with inflationary practices such as auto-refreshing pages or misleading metric names because of our concern that some advertisers may see this as fraudulent.

“In a time of greater accountability, Lasoo understands advertisers’ need for accurate audience figures to make informed decisions about which sites will provide the best value and coverage for them. This audit aims to assist with those decisions by confirming Lasoo as the leading online retail site for bricks-and-mortar and multi-channel retail advertisers.”

ABA CEO, Gordon Towell, welcomes the Lasoo audit. “Being audited allows Lasoo to deliver independently audited data to clients,” he says.

“The ABA Web Audit Service provides a level playing field for online publishers by ensuring consistent application and use of the technology from both the provider and publisher. ABA Members including Lasoo can now deliver that type of certainty to their clients, making it the standard in online media.”

The Audit Bureaux of Australia (ABA) launched the Web audit service in June last year as Australia’s first independent auditing solution for digital media and now has over 130 audited websites.


About the ABA, ABC and CAB – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 and Circulations Audit Board (CAB) founded in 1957 are non-profit industry organisations which work on behalf of advertisers, media buyers and media owners to provide third party independent verification and certification of media data (print, digital, websites, email, exhibitions and conferences). The ABA’s role is to manage standards established by the industry for the industry to provide credibility, comparability and transparency for media. The introduction of the web audit service in 2009 gives advertisers the opportunity to maximise returns on marketing budgets by using ABA audited media and ensures that stakeholders (marketers, investors, media owners, media buyers, advertisers) can invest in emedia with confidence and trust.

For more information, please visit www.auditbureau.org.au.