Ad companies set measurement standards

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The Advertising Standards Alliance, a group of online advertising companies, officially launches today. The group was formed to standardize online advertising practices.

The alliance includes AdForce, Adsmart, Burst! Media, DoubleClick, Engage Technologies, Flycast Communications Corp., [email protected]'s MatchLogic, Microsoft Corp., Real Media,, 24/7 Media and ValueClick.

The ASA's first initiative has been to create a measurement standard to identify ad sellers and ad servers, which is intended to create a more accurate tally of audience reach and unique visitors. The standard also will address caching and rich-media applications. Participating companies have agreed to this standard for future ad measurement.

Nielsen NetRatings, Media Metrix and PC Data also are supporting the standard.

Dodge Division sponsors `Magic 25' promotion

DaimlerChrysler's Dodge Division is sponsoring an online contest, "The Magic 25." The yearlong contest, which starts today at www.magic25chal, posts Individual Investor's annual list of the best 25 stocks to buy. The contest will also run on the investment magazine's site at

Consumers are offered a chance to create their own Magic 25 list; whoever's list does the best each quarter wins $5,000. The winner of all four quarters wins a Dodge Durango or Dodge Intrepid.

The sponsorship is tied to 10 pages of ads in Individual Investor-the first ads running in the January issue-and advertising on the magazine's site.

BBDO Worldwide, Detroit, created the ads, which were placed by BBDO's PentaCom, Detroit.

Gift site: All dressed up and 6 places to go

RedEnvelope, an online gift site, will send special double-decker buses around the country.

The buses hitting six markets Nov. 26 and 27 will be decorated with giant red bows and art from the company's $10 million to $20 million print and outdoor campaign created by Leagas Delaney, San Francisco, which broke earlier this month.

The buses will drive along popular commuter routes and in shopping districts, nightclub areas and around airports in Boston, Chicago, Los Angeles, New York, San Diego and San Francisco to increase consumers' awareness of the site during the holiday shopping season.

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