As the evolving media landscape continues to change, so does the way in which media owners measure a brand's reach and impact across various properties. To stay competitive—and relevant—in the marketplace as an auditing authority, BPA Worldwide has changed its rules on several aspects of magazine reporting.
 
One of the most notable changes is that the auditor will no longer require that members use the BPA proprietary tag powered by Nielsen.
 
“The change was prompted by the member feedback,” says Glenn Hansen, president and CEO of BPA Worldwide. “We had hit close to 700 sites and we have nearly 2,000 members. The question to the other 1,300 was what’s preventing you from doing this? Some had said they were using other analytics providers. The two that were named more often than not was Google Analytics and Omniture.”
 
Beginning July 1, BPA will now work with other existing Web analytics tags, including Omniture SiteCatalyst tags and or Google Analytics. The auditor decided to make these changes based on comparative analyses of tested data, recommendations from its members and a vote of approval from the BPA board.