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IAB partners with ABCi to track spiders and robots

Published on .

New York--No, it's not a Halloween gag. The Interactive Advertising Bureau has partnered with ABC Interactive (ABCi) to create and maintain a master list of spiders and robots, which are software "agents," or programs, that automatically search the Web for content and are used by advertisers to measure the performance of online campaigns. The IAB and ABCi will update and distribute the list to IAB members and ABCi clients, free of charge, in an effort to improve online advertising. Spiders and robots have been blamed for inaccurate tracking of online information, because of discrepancies in methodologies and the different types of information being retrieved.
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