OK, this may not be a news flash, but online advertising in B2B is here. We have embraced online, because more and more that’s where the B2B audience is. It’s also great at helping to close the ever elusive ROI loop. Since online is definitely one of the best tools that a B2B marketer could have, why haven’t the majority of B2B web publishers stepped up and audited their websites? After all, they’re more than willing to pull out their print audit statements to show you where they beat the competition, but when you start to ask questions about web traffic that same magazine rep who can recite audit stats in their sleep, either clams up or offers a statistic that is useless, like “we get a million hits a month”. So, as a media professional I’m stuck relying on numbers that are not verified by a 3^rd party. Currently there are only 36 BPA Interactive Audits available world wide. Just compare that to the thousands of publication audits the BPA does. So, why aren’t publishers having their sites audited?