IAB releases online video ad guidelines

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New York—The Interactive Advertising Bureau Tuesday released broadband video commercial measurement guidelines at its leadership forum in New York.

The guidelines were developed in conjunction with IAB’s broadband committee and measurement task force, and are designed to help standardize online video ad measurement.

The guidelines state that “a valid broadband ad impression may only be counted when an ad counter [logging server] receives and responds to an HTTP request for a tracking asset from a client.”

Specifically, measurement should occur when the ad itself begins to appear on the user’s browser, rather than when the buffer is initiated, according to the guidelines.

“These guidelines, which promote consistent and reliable broadband advertising, are a clear indication of the maturing of the interactive industry as a whole,” said Bob Liodice, president-CEO of the Association of National Advertisers, which provided input to the guidelines.

—Kate Maddox

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