CASIE says count only interactive ads viewed

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The Coalition for Advertising Supported Information & Entertainment, in a white paper released May 19, says interactive ad impressions should be measured only after they appear on a user's screen, not when the content site requests an ad to insert. The white paper, which was based on research conducted by CASIE and the Association for National Advertisers, describes the different ways interactive ads can be served and the different approaches to measuring ads. "If an ad doesn't show up on a user's screen, it shouldn't be counted as an impression," said Mike Donahue, exec VP of the American Association of Advertising Agencies and co-executive director of CASIE.

Copyright May 1998, Crain Communications Inc.

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