Ad industry announces Web measurement guidelines

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The Coalition for Advertising Supported Information & Entertainment (CASIE) released on Monday in New York a working paper entitled "Guiding Principles of Interactive Media Audience Measurement," developed by CASIE's research subcommittee and the Advertising Research Foundation.

Goals outlined in the paper included defining objective guidelines for interactive media research, fostering clarity and comparability in research reports, encouraging further exploration of research methods and building cooperation between research users and suppliers. The CASIE paper called for drawing on the history of research developed for other media over the past eight decades, third-party auditing, full disclosure of research methods between a research party and its subscriber, protection of privacy for users, and non-intrusive measurement techniques.

"This is media that can measure itself," said Larry Stoddard, senior VP-media research, Advertising Research Foundation. "This is something we're going to struggle with over the next few years."

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