Sometimes, when you’re doing business, it just helps to keep things honest. While some companies may prefer to trump up certain facts or hide things behind “smoke and mirrors,” so to speak, Chartbeat prefers to take a different approach – with the truth.

The founder and CEO of the company, Tony Haile, believes that a lot of companies still utilize tricks when it comes to reporting web traffic or other reported items within metrics. That’s why his company has opted to reveal all its metrics publically, including every bit of metrics, standards and methods of measurements that it uses within the company. This will also include an explanation of any weaknesses and limitations that get in the way – something most companies tend to turn away from.

Speaking with Giga Om, Haile explained the reasoning behind the decision to go public with metrics, wanting everyone to follow suit. As a result, he explains, he hopes that online publishing and advertising will improve over the long run.

“I’m in the business of change, I actually want this industry to get better, and I think what will help the industry do that is if we can all be a bit more open and transparent about these things. We’re going to get out there and say this is exactly how we do everything,” he explained.

Chartbeat has been in the news for some time with its metrics. Last month, the company became the first to have metrics based on information credited to the Media Rating Council, which determines what standards can be used in terms of advertising with online means. As a result, the information utilized to get accredited, including all matching documents and reference material, are available to the public.

Considering most companies keep metric information to themselves, Haile admits that the move is a risky one, but one that will certainly have rewards. “The lack of clarity around how metrics are actually measured, their methodologies, advantages and limitations has led to immense confusion. This opacity has led to publishers and agencies each choosing the vendor that spins the data into the best story, regardless of accuracy, and then fighting over who’s right. That’s a lousy way to do business,” he explained.

Success will come from being open with numbers, according to Haile, and less “smoke and mirrors.”

We’ll have to see if this move pays off – or changes things – over the next few months.