Many advertisers and advertising agency executives are concerned that their online impressions are not being properly recorded, according to the Audit Bureau of Circulations.
In a recent survey, fewer than half of agency respondents and only one-third of advertiser respondents said they were confident that their companies’ online ad impressions were measured and reported accurately.
In addition, 83% of respondents said they plan to increase online ad spending in 2007 and more than half expect double-digit budget increases.
The survey polled 270 advertisers and agency executives between Oct. 24 and Dec. 31.
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