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The push to standardize Internet ad reports is moving forward.

Ad management company NetGravity has proposed a report structure expected to win the support of a key industry group.

The new standard is a set of formatting rules allowing site stats to be interpreted by any standard database. The report ( would include some general templates, but sites and agencies could add custom fields easily.

The Internet Advertising Technology Council, an association of ad technology companies, agencies and content providers, said it would refine the standard slightly and recommend it to its members. It plans to submit the proposal to the Internet Advertising Bureau for further industry endorsement.


Currently, there's no standard way to compare reports from different Web publishers.

"Essentially, every single site is reporting their [ad-flight statistics] to us in a different format . . . [T]here's a lot of room for error," said Steve Klein, director of interactive services at Kirshenbaum Bond & Partners, New York.

Peter Kools, VP of engineering at Focalink, an IATC*member, predicted that after slight modifications, IATC members would implement the new reporting standards.

"The response was positive, added Ben Saitz, media operations manager with Modem Media, Westport, Conn. "Because it was the first meeting, there certainly was a lot of input as to certain changes, but I don't think anyone left the meeting

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