In a first, the Audit Bureau of Circulations (ABC) — an independent body that provides audited newspaper and magazine circulation — is foraying into the measurement of digital properties, to track audience in the online space.

The service, which is being powered by Nielsen, will go live from the third quarter of 2016. It will track audience across PC and mobile devices, providing the media industry with measurement of online text content, as well as key performance metrics such as reach, frequency and demographics. This measurement service will add to ABC's existing circulation audit service for publications.