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IAB finalizes rich media guidelines

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New York—The Interactive Advertising Bureau Thursday announced the release of the final Rich Media Measurement Guidelines, following a 30-day public comment period and discussion among members.

The guidelines (www.iab.net/campaign_measurement_audit) determine at which point a rich media ad impression is counted, IAB said. Rich media ads are defined as ads in formats that permit users to interact with them, as opposed to simply being animated. Rich media ad formats include transitional and various over-the-page units such as floating ads, page takeovers and tear-backs.

IAB Rich Media Ad Measurement Working Group said it will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Wednesday, Jan. 23, at 4 p.m. EST. To download the guidelines, and register for the webinar, go to: http://www.iab.net/rich_media_measurement.

—Carol Krol

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