Recently I was unenthusiatic about the decision by to have ABC audit their website traffic. I thought I should point people to a recent blog post by Richard Foan, Group Executive Director of ABC (Audit Bureaux of Circulation), which unsurprisingly takes a different view. Richard says:

The ideal in digital measurement is total transparency…Realism means making sure the fundamental building blocks for online measurement are in place to allow advertisers to tell their stories around the world, while still recognising the needs of individual markets and remaining independent of individual technology suppliers.

You can read Richard’s full blog post here.