Media auditor BPA Worldwide has refined the publisher widget it launched in early December based on customer feedback, DMNews has learned.
In addition to daily online data, the tool now compiles data by month to align with the way advertisers view metrics. The widget tracks audited Web traffic for online media buyers, including page impressions and unique browsers, using Nielsen Online technology.
“Advertisers don’t buy by the day, so we adapted the tool to compile data based on the calendar month,” said Glenn Hansen, president and CEO of BPA.
The widget will now also compile both monthly data and the prior day’s data.
Peter Black, SVP of business development at BPA, said that the company “wanted to convey the immediacy with which we could produce data.”
“However, most sites express their traffic in monthly terms, so we wanted the tool to use the same nomenclature in the buying and selling process,” he said.
The revamped tool officially debuts in mid-January.
Publishers can use the tool with their online media kits. So far, more than 200 publishers have signed on to use it.
