Measurement is next hot button

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Internet audience measurement is turning out to be one of the hottest topics in advertising circles so far this year. The Internet Advertising Bureau, on the heels of issuing its banner ad guidelines, is starting work on a set of measurement guidelines. The ad industry's Coalition for Advertising Supported Information & Entertainment issued its own recommendations late last year. Chief among them is a call for third-party auditing, which could become a point of contention among media sellers, one IAB member said.

The Advertising Research Foundation, meanwhile, is hosting a three-day symposium starting Feb. 3. The meeting, limited to 75 of the Internet marketing industry's executives, will try to set research priorities and offer a consensus opinion on measurement needs. CASIE is co-sponsoring the meeting.

Copyright January 1997, Crain Communications Inc.

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