Circulation bureau to count mobile traffic for Verve clients

Audit Bureau of Circulation
ABCi — the interactive unit of the Audit Bureau of Circulation — announced Thursday that it will begin tracking mobile usage of newspaper content in partnership with Verve Wireless. The audited mobile traffic reports will only be available to publishers using Verve’s mobile platform, but it will be the first time ABC has counted mobile readership.

The mobile audit will be included in ABC’s Consolidated Media Report (CMR) and can track mobile audience unique visits and page views, device type, time of day and audience access points by app, mobile browser or e-reader.

Verve currently works with 600 media publishers in North America and Europe and is the platform behind the Associated Press’ mobile apps and AP Gateway white label mobile project. This means the AP can now sell Gateway to members with a promise that the traffic will count for ABC reports. Verve reports nine million readers accessed its mobile publishing network in March with more than 160 million pages served.

>Audit Bureau redefines reporting standards for digital products (Poynter Online Mobile Media)

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