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BizReport : Advertising archives : March 04, 2009

IAB asks for advertisers' input in new CPC guidelines

Just before releasing new guidelines for click measurement, the Interactive Advertising Bureau (IAB) is asking for advertisers to give their two cents. The IAB is asking online marketers to comment on three new guidelines for the measurement of cost per click advertising.

by Kristina Knight

The three guidelines are intended to define what a 'click' truly is and outline method by which clicks should be measured and counted; this definition will also identify invalid or fraudulent clicks, which should be a huge help to marketers who are being bombarded by botnets and other forms of click fraud.

Next, the guidelines will define terms to help in the buying and selling of cost per click ads.

Finally, the IAB hopes that by defining clicks and other terms that cost per click advertising will have great transparency in the future, thereby helping marketers keep a lid on their budgets throughout this softening economy.

"These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency," said Sherrill Mane, Senior Vice President, Industry Services of the IAB. "It is critical that the advertising industry agree upon the precise definition and measurement of a click and establish procedures for weeding out fraudulent clicks. The IAB is proud to have organized our members around this effort."

To read the entire guidelines and comment on the proposals by clicking here.

Tags: click fraud, click through rate, clicks, cost per click ads, fraudulent clicks, IAB, search advertising

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