IAB seeks feedback on rich-media ad-measurement guidelines

Share this content:

The Interactive Advertising Bureau is inviting public comment on a newly issued set of rich Internet application ad-measurement guidelines applicable primarily to online media companies and ad-serving organizations.

The guidelines will gauge at what point an ad impression is counted in rich online application environments built with technologies such as AJAX and JSON.

The best-practice tips are geared to online browser or browser-equivalent-based Internet activity where page content changes and ad serving are no longer linked.

A standardized set of measurement guidelines is critical for online advertising as new technologies develop and outpace current tracking infrastructure.

The IAB guidelines recommend that "in instances where significant user activity (click through and responding to mail and changing search options through clicking or typing, etc.) is present, this activity can be directly tied to ad-serving and counting provided that counting rules are defined in a consistent and fully disclosed manner."

Also, the guidelines say that "in special circumstances, due to the nature of the application, there may be no material user activity, for example, a single streaming event (e.g., financial tickers, sports game coverage, long single-stream video content). In these cases disclosure and counting must abide by the auto-refresh guidelines of the current IAB Ad Impression Measurement Guidelines."

Comments to the guidelines can be made on www.iab.net/RIA.aspx through the first week of June. Advertising agencies, online publishers, advertisers and technology vendors can respond. The guidelines become final after the feedback is reviewed.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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