IAB releases Audience Reach Measurement Guidelines

Share this content:
The Interactive Advertising Bureau has released the final version of its Audience Reach Measurement Guidelines in a move to establish an industry best practices for online audience measurement.

“It gives advertisers who use the numbers more confidence,” said Joe Laszlo, director of research of IAB. “They can be certain even though numbers come from different sources they are being created with the same kinds of processes and rigor. It makes things more accurate and transparent.”

The new guidelines define metrics such as “unique users,” “unique cookies,” “unique browsers,” “visits” and “time spent.” They also establish a framework for methodologies so that vendors can audit how they reached their metrics.

The guidelines aim to give clear and consistent definitions of these key metrics in measuring online audiences. The idea is to create a single standard for measuring Web audience sizes. Until now vendors have put out their own metrics that did not follow any industry-wide definition.

The guidelines are the result of an industry-wide initiative led by the IAB and included the participation of publishers, agencies and auditing organizations.

“This is about the industry coming together in a consensus, and we hope that it makes the industry even more accountable than it already is,” added Laszlo.

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above