Clearspring Technologies Completes First Widget Platform Audit; AdJuggler
Inc. Commits to Ad-Serving Audit
SCHAUMBURG, Ill., June 24 /PRNewswire/ -- The Audit Bureau of
Circulations' interactive auditing unit, ABCi, announced the launch of its
Digital Technology Accreditation program, a new audit service for emerging
technology platforms. Under the new initiative, ABCi recently completed an
audit and accreditation of Clearspring Technologies, the world's leading
widget syndication and tracking service. AdJuggler Inc., a leader in online ad
management systems, has also enrolled in the service to have its ad-serving
technology audited by ABCi.
ABCi's audit and accreditation program brings the cornerstones of media
buying and selling -- transparency and accountability -- to interactive media.
Following industry standards and guidelines, the service can provide
accreditation for such emerging areas as widget platforms, ad-serving
technology, e-newsletter delivery systems, gaming platforms and other digital
"ABCi has more than a dozen years of experience as the leading
independent auditor of interactive media and technology," noted Michael J.
Lavery, ABC's president and managing director. "As new forms of media emerge
and gain traction in the market, advertisers and media owners have asked ABCi
to provide independent verification of key metrics and processes. Our new
Digital Technology Accreditation program formalizes our service offering in
this area and demonstrates the leading role ABC plays in auditing both
traditional and new media."
ABCi's audit of Clearspring Technologies was designed to provide
assurance that its widgets are reliably distributed and tracked. ABCi examined
and tested the counting methods used to calculate the metrics and the internal
controls surrounding widget recording and measurement.
"We were impressed with ABCi's systematic and meticulous approach to
understanding the widget analytics space, which is similar to Web analytics,
but with additional requirements to track viral activity," said Hooman Radfar,
president and CEO of Clearspring. "The ABCi audit was exceptionally thorough
and an important step in validating our analytics for this fast-growing
Widgets are like mini Web pages that reside on a computer desktop or
within a Web-based portal or social networking site to provide self-selected
entertainment or information. Popular widgets deliver photo albums, music,
Web-cam views, games, news, weather, stock updates, calendars and sport
statistics, just to name a few.
ABCi's audit of AdJuggler Inc. will include a comprehensive review of its
measurement methods, filtration procedures and basic processes surrounding
order entry, ad delivery and measurement. The audit will begin in July and
will be conducted in accordance with the Interactive Advertising Bureau's
(IAB) industry-developed guidelines.
"ABCi's accreditation audit is an important undertaking for us," said
Jonathan Rivers, executive vice president of AdJuggler. "It helps us
demonstrate to our customers our full commitment to transparency and
accountability, and ensures that AdJuggler 6 adheres to the Interactive
Advertising Bureau's accepted measurement standards."
According to the IAB, overall Internet advertising revenue topped $21
billion in 2007, a 26 percent increase over the prior year. With billions of
dollars flowing into digital media, there is an increasing need for
accountability online. In a 2007 survey conducted for ABC, ad buyers indicated
they would be even more inclined to advertise in emerging forms of media if
audited by an independent third party. The survey is available at
About ABC and ABCi
ABC Interactive is one of the world's leading independent auditors of Web
sites and digital technology, performing thousands of interactive audits since
its inception in 1996.
With nearly 4,000 members in North America, ABC is a forum of the world's
leading magazine and newspaper publishers, advertisers and advertising
agencies. The organization provides credible, verified information essential
to the media buying and selling process. ABC maintains the world's foremost
online database of audited-circulation information and a growing array of
readership, audience and Web site usage data. To learn more, visit
For further information:
For further information: Kammi Altig, +1-847-879-8232,
firstname.lastname@example.org, or Laina Krisik, +1-847-879-8432,
email@example.com, both of the Audit Bureau of Circulations Web Site: