Today, the Interactive Advertising Bureau (IAB) and ABC Electronic (ABCE) said they will combine their spider and bot monitoring efforts to create the most comprehensive list of non-human activity on the web. The watch list, which will be updated and distributed to subscribers monthly, looks to become the most reliable method of auditing web impressions.
“This list is a crucial tool for sites to use when filtering their logs,” says Jeremy Fain, IAB’s Director of Industry Products. “Websites need to understand how a user interacts with the site and marketers; advertisers and media agencies need to obtain accurate data in order to establish how many real users will actually see their ad.”
In 2005, the IAB laid the groundwork for the list when they contracted ImServices to produce an industry-wide list of ad-related spiders and robots for use in internal and external auditing of ad impression reporting. Current subscribers of the watch list include 24/7 Real Media, AOL, Atlas DMT, CNET Networks, Walt Disney Internet Group, DoubleClick, Falk eSolutions, MSN, Univision.com, Weather.com and Yahoo, yet with the launch of the expanded global Spiders and Bots list and with the support of ABCE, many more are expected to join.