They can only try to follow international norms. Mr. Zhang Chaoyang of Sohu also mentioned, when he was interviewed by the media, that establishing a fair, objective, and scientific standard is very important for the development of the industry. Currently there are very few standards in China. There is no authoritative third-party certifying organ or consultants. Therefore, the auditing of hits of websites and various types of evaluation all lack a unified standard.
Websites report their own hit volumes themselves, so the results can be very lopsided.
In comparison, management of web advertising overseas is much more perfect. There are special organs, such as the IBA established in the States, which act like trade associations. The IBA publishes data periodically, does macro management, and provides a healthy atmosphere for fair competition and the orderly operation of websites. China currently has no laws concerning management of online advertisements. Therefore websites all feel uneasy.