Maktoob.com, the pan-Arab Web portal based in Dubai and Amman, has become the biggest portal in the region to apply for a web traffic audit by BPA Worldwide, the global auditor of media.

Maktoob.com is an Arabic and English community, news and entertainment portal, which offers a range of online services including email, discussion forums, news, blogs, chat, games, mobile services, women’s content, sports content, and a variety of other community and web 2.0 services.

“Our vision is to lead the Arab Internet World in providing innovative and leading edge community, communication, content and e-commerce services and solutions” explains Ahmed Nassef, General Manager of Maktoob. ”By committing ourselves to BPA’s rigorous interactive auditing standards, our advertisers and potential advertisers can not only be assured of the reach that we offer, but also access valuable additional data about our visitors that can be used to inform their advertising plans.”

The BPA Interactive Audit service, which utilises Nielsen Online’s SiteCensus technology, provides daily, continuous reporting of traffic.
Users, both publishers and advertisers, can interrogate traffic data of a chosen site at will, reflecting requirements provided by media planners worldwide during a two-year consultation process carried out by BPA in 2006-2007. Using Nielsen Online’s SiteCensus tagging technology the service will provide media owners, advertisers and media buyers with near real-time access to the metrics most commonly used for advertising planning and purchasing decisions.

Stuart Wilkinson, BPA Worldwide’s Managing Director for EMEA, complimented maktoob.com for committing itself to such thorough independent verification and documentation.

“The BPA interactive audit for maktoob.com will provide advertisers and agencies with an assurance that should they choose to invest their budget in this site, they will in fact reach target audiences for specific ads.
BPA has set the bar high with its Interactive Audit which should help media companies like maktoob.com persuasively document the true quality of their 
audience and deliver traffic they can trust.”