IAB issues click and audience reach guidelines
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US-- The Interactive Advertising Bureau (IAB) has issued two sets of measurement guidelines to aid the buying and selling of online ad space.
The final version of its audience reach measurement guidelines have been published, defining key metrics such as unique users, unique cookies and time spent browsing as well as establishing a framework for all measurement providers to have their methodologies audited against.
Kate Downey, director of audience analytics and insights for The Wall Street Journal Digital Network said: “These guidelines provide accountability in audience measurement for marketers, agencies and other industry stakeholders.”
View them here.
Meanwhile, draft click measurement guidelines have been put out for public comment. The guidelines aim to combat fraud in cost-per-click advertising by providing a detailed definition of a ‘click' and outlining the standard methodologies that should be used to measure and count them.
“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,” said Sherrill Mane, the IAB's senior vice president of industry services.
Click here to review the draft.
Author: Brian Tarran
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IAB drafts audience reach measurement guidelines
