IAB releases measurement guidelines

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New York--The Interactive Advertising Bureau Tuesday released measurement guidelines for online advertising in a joint effort with consulting firm PricewaterhouseCoopers, the Media Ratings Council, the Advertising Research Foundation and audit firm ABCi.

The guidelines set standard definitions for five key online metrics: ad impressions, page impressions, clicks, visits and “unique” measurements.

"Measurement has very clearly been the No. 1 issue for our members," said Greg Stuart, president-CEO of the IAB, at a morning press conference at the offices of PricewaterhouseCoopers, which conducted a process audit of 10 major sites, portals and ad servers beginning last summer.

"The ANA [Association of National Advertisers] and marketers have identified a lack of reliable measurement as one of the top three reasons for not buying online media," Stuart said.

Along with setting standard definitions that will be used to ensure consistent reporting of advertising performance, the IAB also recommends standard reporting procedures, such as separate reporting for impression-like activity in the form of pop-ups and interstitials.

"Definitions of key metrics are not enough," said Thomas Hyland, partner at PricewaterhouseCoopers. "A well controlled process must be in place."

For the complete guidelines, visit

--Kate Maddox

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