M-Web in favour of News24 and IOL's decision to withdraw from the ABCe

Russel Yeo, general manager of M-Web Studios, says: "M-Web terminated its relationship with ABIS over a year ago because we were concerned about the bureau's inability to provide unambiguous and credible reports. In particular, we were not convinced of ABCe's log file-based measurement system, which we still consider to be open to manipulation."

According to Yeo, the credibility of online traffic figures is one of the most important criteria by which marketers make online advertising decisions. He says: "Credible statistics are essential for marketers who need meaningful information regarding audiences, their demographics and the frequency with which they use any particular medium. The online medium has grown up and is ready to take its rightful place in the marketing mix and it's time for the metrics to do the same. ABCe's inability to demonstrate this means we are very much in favour of News24 and IOL's decision."

In conclusion, Yeo called for local online publishers to join forces in the search for a credible system of online traffic measurement. "The SA online publishing industry needs a reliable form of measurement which is more in line with tried and trusted traditional audience measurement systems - one which advertising and marketing-decision makers can absolutely trust and rely upon."