WHAT THE AD INDUSTRY WANTS;EXCERPTS FROM THE CASIE/ARF GUIDELINES FOR INTERACTIVE MEDIA MEASUREMENT.

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1. Best media research practices.

Audience measurement of interactive media should follow the criteria developed for other types of media research.

2. Third party measurement/auditing

Audience measurements should be taken by objective third-party research suppliers, not the medium being measured. Measurement by the medium itself, when offered, should be audited by a third party. Third-party audience measurement could also benefit from being audited.

3. Full disclosure

All research subscribers should have full access to information about methodology, except where researchers must protect certain trade secrets.

4. Comparability

Audience estimates for a particular interactive vehicle should be directly comparable to estimates for another vehicle within the same interactive medium.

5. Privacy

Consumer identities must not be revealed except for auditing purposes.

6. User information preferable

Advertisers need to know the number of different users accessing the medium and the number of times they access it in a given period of time.

7. Non-intrusiveness

Measurement should be as invisible as possible to users.

8. Total medium measurement

Audience estimates should be provided for the total medium rather than a part of a medium.

9. Industry consensus

Standards must be developed by a broad range of the ad industry, including advertisers, agencies, media, research providers and industry associations.

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