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BtoB

IAB forms click measurement group

Published on .

Aug. 2 New York—The Interactive Advertising Bureau announced the formation of a working group to create a set of click measurement guidelines for the online ad industry.

The guidelines, which will be a joint effort with the Media Rating Council, will provide a detailed definition of a “click” and the standard against which clicks are measured and counted.

The guidelines will also outline an auditing and certification recommendation for any organization involved in performance-based marketing, including search engines, ad networks and third-party ad servers.

IAB member companies that will participate in the group include Ask.com, Google, LookSmart, Microsoft Corp. and Yahoo!

—Kate Maddox

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