This new approach is being trialled by ABC in recognition of the fact that a large proportion of media buying in the B2B sector is conducted through small direct Advertisers.

Removing the registration paywall for this sector will allow buyers to openly access measurement data across multiple media platforms, including magazines, digital publications, emails, events, social media and websites.

Martin Hackett, Director of Standards, explained, “The move has been initiated to make it easier for media owners to promote their ABC membership to Advertisers and demonstrate their position in a market sector, while bringing greater transparency to ad trading in business media.”

View the Business Media Report here.