Tracking the effects of internet marketing is set to become increasingly important for companies, according to a new report.

A study by the Audit Bureau of Circulations revealed that 83 per cent of US firms plan to increase their online advertising spend over the course of this year.

Meanwhile, about 91 per cent of respondents claimed that they believe web metrics are vital in gathering statistics on advertising impressions and delivery.

Jeff Minsky, director of emerging platforms for media agency Optimum Media Direction, said: "Marketers now consider digital media a core part of their media strategies ... so it is important that both agencies and their clients are comfortable with the metrics of media reach evaluation and post-campaign analysis provided in this accountable medium."

The survey also revealed that 89 per cent of companies feel it is important to verify the traffic their website receives.

More than half of the survey respondents said they would be more likely to advertise on blogs, podcasts, streaming video, and mobile media if audited by an independent firm.

According to a Nielsen Net Ratings survey the software sector witnessed the largest traffic growth in online advertising between December and January, up by some 142 per cent, reports ClickZ News.