IAB opens ad measurement guides to public comment

Online marketers wanting to have their voices heard about the accurate tracking of website traffic and ad metrics now have that chance. The Interactive Advertising Bureau has opened the floor for public comment on their new advertising measurement guidelines.

by Kristina Knight

"New and emerging technologies play a vital role in improving online browsing experiences for consumers," said Sheryl Draizen, SVP and General Manager of the, IAB. "As with all IAB measurement guidelines, these guidelines create efficiency, accountability and transparency for the interactive marketplace; principles that the IAB and its members are steadfastly committed to and know are key to building a world class medium with sustainable growth."

The IAB's Rich Internet Application Ad Measurement Guidelines will ultimately determine when an ad impression will be counted in a rich media interface. According to the guides, “in instances where significant user activity (click through and responding to mail, changing search options through clicking or typing, etc.) is present, this activity can be directly tied to ad-serving and counting provided that counting rules are defined in a consistent and fully disclosed manner.”

The guidelines will also address issues that come about when specific page content and ads can no longer be linked together.

Advertisers and publishers can read the full guidelines and submit comments on the proposal by visiting the IAB website here.