The definitions are designed to improve the reporting of metrics for advertising agencies and marketers by providing consistency across multiple media partners. They were created by the IAB’s Digital Video Committee, a group of 145 interactive member companies.
“Digital video is one of the most dynamic and creative areas of interactive advertising,” said Randall Rothenberg, president-CEO of the IAB, in a statement. “Standardizing the metrics used to evaluate its effectiveness as a tool for engaging consumers is a critical building block for the advancement of this medium.”
The definitions are available at: www.iab.net/dv_metrics_definitions.