IAB issues rich media guidelines

Advertisers may rest a little easier in the New Year thanks to guidelines from the Interactive Advertising Bureau (IAB) regarding the measurement of rich media advertising platforms. The guidelines determine how and when rich media ads are counted as a click, which could help marketers better prepare for new ad campaigns.

by Kristina Knight

The IAB defines rich media ads as those which users may interact with: floating ads, page take-overs and tearbacks. The IAB has determined that ads should be measured as late as possible. Ads may be counted as they are cached or after delivery of a beacon or other tracking measure. Rich media ads can also be counted as it is played (over-the page or transitional ads).

In addition to helping advertisers determine what makes a click, the IAB has asked that standard headers be used with ads when users respond to the ad, and asked that marketers provide both flash and non-flash ad formats so that all users can view the ads.

"Metrics that marketers can count on are critical for the continued growth of the interactive marketplace," said Randall Rothenberg, President and CEO of the IAB. "The Rich Media Measurement Guidelines are proof positive of the interactive industry's commitment to the highest levels of accountability and transparency."