Over 100 websites—including 21 based in Canada—have made their traffic data publicly available to media buyers and advertisers through the CCAB/BPA Worldwide interactive Web traffic tool, according to a release from the global auditing organization. BPA also reports that another 170 sites—including 30 Canadian sites—are tagged and receiving Web traffic data in preparation for making their information publicly available.

Since September 2008, CCAB/BPA has audited Web traffic data at no additional charge to its print and event audit members. Web traffic metrics include page impressions, unique browsers, user sessions and more.

"It illustrates that Canadian publishers understand the pressure their advertisers are under to be more accountable with media budgets and are taking steps to provide third-party audited data to help media buyers make informed decisions in the digital realm," stated Tim Peel, vice president of CCAB/BPA Worldwide.

Related:

• Website auditing: What you need to know