The guidelines supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which detail the standard for counting an online ad impression. For companies that have already been audited and accredited against the current guidelines, IAB recommends including the latest guidelines in the next auditing and certification cycle.
The American Association of Advertising Agencies endorsed the new guidelines.
“We support the IAB’s continuing efforts to create guidelines that can become lingua franca,” said Mike Donahue of the Four A’s. “These guidelines have been reviewed and endorsed by the Four A’s Digital Marketing Committee.