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IAB to release measurement guidelines by year-end

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New York-The Interactive Advertising Bureau said it will release its new ad measurement guidelines by the end of the year, according to IAB President-CEO Greg Stuart. The guidelines will be developed using results of a process audit commissioned last summer by PricewaterhouseCoopers, which examined how 11 Web sites, portals and networks arrive at their measurement numbers. The guidelines will define ad impressions, page impressions, clicks, total visitors and unique visitors.
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