Interactive Advertising Bureau releases first click measurement guidelines

Share this content:

The Interactive Advertising Bureau (IAB) has released its first official click measurement guidelines, which are meant to help combat click fraud. Key industry leaders agreed upon the guidelines to help ensure that advertisers only pay for legitimate clicks. 

"The interactive industry has been talking about the question of clicks for a long time," said Joe Laszlo, director of research at the IAB. "It took time to build a consensus." 

Click Forensics, a third-party click auditor, was part of the working group of 32 companies that created the guidelines, including search giants Google and Yahoo.

Tom Cuthbert, president and CEO of Click Forensics, said he believes the guidelines are a "good start" for the industry: "Our hope is that the entire advertising community will embrace them - the more that commit to them, the better quality traffic advertisers will have available to them to buy." 

Laszlo pointed out that more advertisers have become aware of the questions surrounding the reliability of click counts and those buyers of click-based advertising have exerted increased demand as they become savvy about the market. "The industry has reached the point in its process of maturation for these sorts of guidelines to set a baseline for everyone and to give buyers greater assurance that they get what they paid for," he said. 

The guidelines, he explained, set up an industry standard so vendors and advertisers will use the same terminology to talk about different stages in the lifecycle of a click: "There are also a very specific set of rules about how you filter the clicks you're counting and how those processes should work." 

Click Forensics admitted that it believes there are still things missing from the guidelines that might evolve in the future. "A natural evolution might be a click ID, a unique identifier that passes between the seller and the buyer to make sure they are talking about the same click," Laszlo said. l


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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