MRC, AAAA, IAB partner on measurement guidelines

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New York--The Media Rating Council, the American Association of Advertising Agencies and the Interactive Advertising Bureau will issue more detailed guidelines for interactive advertising campaign measurement. The new set of guidelines will establish a consistent definition of how to count ad impressions. It will also develop an auditing and certification process to give advertisers and ad agencies consistent impression counts across multiple ad-serving technologies. The guidelines are a follow-up to initial parameters established in January 2002 by the IAB, MRC and the Advertising Research Foundation, with support from the AAAA and the Association of National Advertisers.
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