Ad companies set measurement standards

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The Advertising Standards Alliance, a group of online advertising companies, officially launches today. The group was formed to standardize online advertising practices.The alliance includes AdForce, Adsmart, Burst! Media, DoubleClick, Engage Technologies, Flycast Communications Corp., Excite@Home's MatchLogic, Microsoft Corp., Real Media, Tekno-Surf.com, 24/7 Media and ValueClick.

The ASA's first initiative has been to create a measurement standard to identify ad sellers and ad servers, which is intended to create a more accurate tally of audience reach and unique visitors. The standard also will address caching and rich-media applications. Participating companies have agreed to this standard for future ad measurement.

Nielsen NetRatings, Media Metrix and PC Data also are supporting the standard.

Copyright November 1999, Crain Communications Inc.

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