BPA Announces New Rules For Integrated Audits
"The ultimate end game is for publishers to all be on an integrated system," Hansen notes. "The question became, should we wait, or should we take the thought leadership position and say, 'Let's look at how many years it should take [for publishers to adopt an integrated system].'" In consultation with industry groups the BPA has set a goal of all publishers reporting uniques across all platforms by 2014. "If those three years turn out to be too soon we'll revisit it again," he says.
Hansen says an investment of time, effort and resources is needed to achieve an integrated data system, with the payback coming from being able to streamline reporting and customize strategies for advertisers. "The media owner must first see the value in maintaining an integrated data structure for all their channels," he says. "If not, they can certainly do a one off every six months or year and merge/purge all their databases into one. But most fulfillment companies will tell you, if that is to be done it makes sense to then do it on an ongoing basis."