FAST releases measurement guidelines

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The FAST Steering Committee released voluntary guidelines for measuring audiences and ads on the Internet. The audience guidelines are designed to foster comparable data between ratings services, site logs and third-party ad servers, while the ad impression guidelines describe methodology to count ads based on when they are actually delivered to users.

``I think this will go a tremendous way in getting beyond the fundamental objection [from advertisers] about unreliable measurement [on the Web],'' said Rich LeFurgy, chairman of FAST and chairman of the Internet Advertising Bureau.

Copyright March 1999, Crain Communications Inc.

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