CASIE, ARF retain Ernst for Web measurement study

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The Coalition for Advertising Supported Information & Entertainment and the Advertising Research Foundation have retained Ernst & Young to study various Web site measurement systems in order to come up with a standard measurement system for the industry. Results of the study will be announced by mid-July. Both CASIE and the Internet Advertising Bureau have started to investigate standards issues related to measurement. The IAB Media Measurement Task Force is working to develop standards for comparable data and to help sites provide consistent reports. That group is expected to announce some of its findings in June.

Copyright May 1997, Crain Communications Inc.

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