Peter Black, SVP Business Development, BPA Worldwide writes for Mediapost: Traffic analytic tools certainly have their place as an important business resource, but they do not produce audited data. From their inception, reputable companies providing analytic tools have never claimed to be auditors, but they have consistently positioned themselves as "third party."
In the world of media, third party equates to an auditor. This has caused misunderstanding in the marketplace whereby analytic data has been accepted as audited data. More...
