IAB Strengthens US Online Ad Campaign Measurement

29 July 2008

NEW YORK: US digital marketing trade body, the Interactive Advertising Bureau has issued its Ad Campaign Measurement Process Guidelines for public consultation.

The document - a consensus of participating auditing organizations and the IAB - addresses the process of publishers' or ad agencies' use of a third-party ad server and its application service provider.

The guidelines supplement current measurement procedures and provide definitions and guidance on the auditing of placement, trafficking and reporting of interactive advertising.

Comments IAB president/ceo Randall Rothenberg: "As an industry, we are providing marketers with the most powerful, accountable and cost effective way to reach consumers.

"To continue to deliver on this promise, we must establish methods that reduce discrepancies in the buying process of interactive advertising—we've made great strides by bringing these guidelines to fruition."

After the 30-day comment period, ending on September 10, the guidelines will be finalized and publicly released.

Data sourced from mrweb.com; additional content by WARC staff