The service will provide AMAA’s members with a range of audited website metrics to use when buying and selling online advertising. It will consist of an audit and reporting framework that will include average daily browsers, page impressions and session data metrics.

The AMAA announced it was looking for web measurement providers to provide a range of metrics under its Web Audit Service in May this year. Previous provider Nielsen chose not to participate in the tender process, stating that advertisers were looking for a “single trusted metric”.

Stephen Hollings, chairman of the AMAA (pictured) said the new service was developed to deliver metrics that are accessible by the smallest website publisher to the largest and which are in line with the AMAA’s existing audit services.

“The service builds upon our members’ desire for website measurement that carries the same level of auditing rigour and transparency that we apply to print and events,” Hollings said.

The AMAA will commence implementation of the new service in the coming weeks with the first reporting of data scheduled for December.