Abstract

The Study of Internet Site Audit System

Kim, Sanghoon, Ph. D. Associate Professor, Communication and Information, Inha University

Although the number of internet users has been increasing and the uers are more actively visiting internet sites, the internet advertising market grows relatively slow and Internet site audit system is not properly being implemented in Korea. The purpose of this study is to examine internet site audit organization, ABC Interactive and BPA Worldwide audit procedure, method, standard, and problems in U. S. and Korea ABC's audit standard in Korea. Based on the internet site audit system in both countries, this study suggests internet sites audit standardization method. The results of the study showed that ABCi is superior in audit system in that it has many clients. However, internet audit system should be vitalized in Korea. Next, auidt standards(page impression, visit, and duration time in terms of page, and ad impression, click-through, ad impression ratio in terms of advertising) were suggested in the study.

Key Word: Internet, Audit System, Audit Procedure, ABCi, BPAWW.