Los Angeles--The Interactive Advertising Bureau has commissioned a process audit by PricewaterhouseCoopers L.L.P. to study how online ads are served, and come up with voluntary guidelines to begin defining standards for online ad measurement, IAB CEO Robin Webster told BtoB. The study, to begin immediately, will include 10 online advertising companies, yet to be named, including third-party ad servers, destination sites and portals. PWC will study unique users, ads delivered and pages viewed to examine every circumstance under which ads are served. The IAB, together with its members, will use the data to define voluntary guidelines for ad serving, and hopes to release the guidelines at its annual meeting on Aug. 7, Webster said. "First, we have to fix the measurement mess," she said, referring to the lack of standards for measuring online ads, which creates headaches for advertisers and their agencies in media planning and buying. "If we get that one over with, then we can start to work towards ad effectiveness."