ANA, Four A's join IAB in endorsing Impression Exchange Solution

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New York—The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (Four A's) have joined the Interactive Advertising Bureau (IAB) in endorsing the Impression Exchange Solution (IES), an industry standard for resolving discrepancies in online ad impression counting. The IAB announced the IES initiative in April 2009 as a way to help standardize measurement in ad impression counting for publishers, advertisers and agencies. The ANA, Four A's and IAB have also called for the formation of a working group to develop enhancements to IES.
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