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Top brands demand audited ad numbers from interactive publishers

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New York—The Interactive Advertising Bureau Wednesday announced that a group of top brand marketers will demand audited numbers from online publishers, effective mid-2007, and measurement certified numbers in 2008.

The marketers include BMW, Colgate-Palmolive, Ford, Hewlett-Packard, ING, Kimberly-Clark, Pepsi and Visa. Once the enforcement dates are reached, audited and certified numbers will be the only ones used for payment against those marketers’ online advertising campaigns, according to IAB.

“We are overwhelmed that marketers of this caliber have stepped forward in support of audited and certified numbers,” IAB CEO Greg Stuart said in a news release. “We are confident that this is just the beginning and other leading marketers will join this group presently.”

—Matthew Schwartz

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