IAB Issues First Certifications on Measurement Guidelines
Other companies working toward compliance by year-end include the Walt Disney Internet Group, Accipiter, atlas, Falk, Forbes.com, Zedo, 24/7 Real Media, AOL Media Networks, DoubleClick, iVillage, ValueClick's Mediaplex, MSN and The New York Times.
Made public in November, the IAB guidelines tackle advertiser and agency concerns over the need for a standardized method of measuring interactive advertising.
A first for the industry, the guidelines give a detailed definition of what counts as an online ad impression -- the key currency of the medium. The IAB aims to create accurate online ad measurements across Web publishers and ad serving technologies nationwide and globally.
The guidelines are available on www.iab.net/measurement.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters