A friend in the indy newspaper business sent me this from Editor & Publisher and asked my opinion. She knew I’d have one.

My initial response is that the gene pool needs thinning.

Although most major ad agencies still don’t understand delivery of online ads, or how to build searchable site content- it’s apparent that very few of them understand web statistics- a whopping 84% of advertisers and agencies seem to think you need a third party auditing firm to tell you who hits your own server!

We can save you a bunch of money on online advertising- let us show you how to analyze your results, and continue to build traffic, without having to buy keywords from Google. Organic results are worth more, cost less, and are so easy to attain- if you understand the basics of how this whole thing works.

ABC Study: Advertisers Don’t Believe Online Ads Are Measured Accurately

By E&P Staff

Published: February 08, 2007 5:10 PM ET

NEW YORK Few advertisers and agencies have confidence that their online ad impressions are measured and reported accurately, according to a new study sponsored by the Audit Bureau of Circulations.

In the survey, 84% of respondents say they believe that verification of online advertising activity by an independent third-party auditing firm will become increasingly important over the next three years.

On behalf of ABC, NSON Opinion Research surveyed 270 professionals involved in the buying or planning of online advertising in a Web-based poll conducted between Oct. 24 and Dec. 31, 2006.

“Just as publishers and print advertisers require accuracy and credibility in traditional media information, we’re seeing increased demand for transparency and accountability online,” Michael Lavery, ABC president and managing director, said in a statement.

Ninety-one percent of those surveyed said it’s important to audit ad impressions and delivery while 89% want to see the verification of online traffic.

Other findings in the study: 83% of respondents plan to increase online ad spending in 2007, more than half expect double-digit budget increases.

The age of respondents played a role in the results aswell. The younger the respondent, the more blas√© they were about the data. Participants under 25 — 75% of those surveyed — said they trust metrics provided by online publishers while 22% of those 55-to-64 said the same thing.

read more here:ABC Study: Advertisers Don’t Believe Online Ads Are Measured Accurately

Photo of guy with sunglasses wearing a Helmet CamThe reason online campaigns, advertising and even the good old company website are so valuable is that there is an absolute way to measure what brings the customer to your business, what they looked at, how long they spent with your brand. The intimacy of the connection is up to you to nurture- but, it’s almost as good as having a feed directly from a helmet cam as they walked through your store- after completing an interview about what brought them in.

These stats, when analyzed by a brand manager, can tell you everything a focus group can, only better- since the customers have no idea they are being observed. The key to maximize effectiveness is to have content on your site that includes your competition- so you can also find out what customers thing of your them too.

There are a lot of stupid things being done online right now. Google is laughing all the way to the bank. If you want to keep them happy, don’t pay attention to what we are telling you- the Chief Marketing Officer and Advertising agency gene pool needs thinning too.