Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

CASIE says count only interactive ads viewed

Published on .

The Coalition for Advertising Supported Information & Entertainment, in a white paper released May 19, says interactive ad impressions should be measured only after they appear on a user's screen, not when the content site requests an ad to insert. The white paper, which was based on research conducted by CASIE and the Association for National Advertisers, describes the different ways interactive ads can be served and the different approaches to measuring ads. "If an ad doesn't show up on a user's screen, it shouldn't be counted as an impression," said Mike Donahue, exec VP of the American Association of Advertising Agencies and co-executive director of CASIE.

Copyright May 1998, Crain Communications Inc.

Most Popular
In this article: