A Web site which aggregates content, organised into easy to navigate sections, to provide the user with a compelling one-stop starting point on the Web. In print media, tearsheets taken from a publication prove that an ad was run. On the Web, there is no industry-wide practice for proof of performance.
Some buyers rely on the integrity of the media broker and the Web site.
The ad buyer usually checks the Web site to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or Web site reporting tool. For example, a Web site could ask users to list the Web sites that they visit most often. Advertisers could use this data to help create a demographic profile for that site.