IAB PUBLISHES GUIDELINES FOR MEASUREMENT OF COMPARABLE ONLINE AD DATA
Industry Group Announces Endorsement
New York, NY - September 16 - The Internet Advertising Bureau's Media Measurement Task Force today published its "Metrics and Methodology" document and announced that it received endorsement from CASIE, the Coalition for Advertiser Supported Information and Entertainment. The document is designed to establish guidelines for the measurement of comparable online advertising data across Web sites.
"We are pleased that CASIE has joined us in supporting industry guidelines that will provide better communications between buyers and sellers," said Kate Everett-Thorp, IAB Director and Vice President of Crusader & Advertiser Programs, CNET: The Computer Network, who headed the 37 member IAB task force that produced the document. "Widespread adoption of these metrics will make advertising on the Web easier and more meaningful for both advertisers and publishers," Ms. Everett-Thorp added.
"The IAB media measurement guidelines define a clear, practical set of media metrics for online media which, as they are implemented, will lead to greater comparability among available measurement systems and a more rational media market for online media," said Jim Spaeth, President of CASIE.
"Metrics & Methodology" provides basic media measurement terminology that will be used by sites to report audience measurement and by third parties that verify site statistics. It also includes the metric used to define each term and an explanation of the methodology sites should use in gathering data.
A first draft of the IAB measurement guidelines was published earlier this year for industry-wide comment and review. "Response to the document was overwhelmingly positive," said Everett-Thorp.
"'Metrics and Methodology' provides a starting point for the industry with which we can finally measure online advertising on all sites in a comparable manner using technology that is available today," said Paul Grand, Chairman of NetCount and member of IAB's Technology committee. "As new technologies are developed and adopted, the IAB will continue to work with the industry to establish guidelines that ensure comparable measurement across all sites," Mr. Grand added.
The IAB Media Measurement Task Force includes representatives from leading Internet media companies, Internet measurement companies and providers of Internet advertising management software and services (see attached list.)
CASIE is a joint task force of the Association of National Advertisers, Inc. (ANA) and the American Association of Advertising Agencies (AAAA) established in May, 1994 to create an environment where consumers have the broadest array of high quality interactive media options at the lowest possible cost. To accomplish this, CASIE believes that advertising revenue must be a key funding source for information and entertainment in the evolving world of interactive media.
Founded in 1996, the IAB is the first organization exclusively devoted to maximizing the use and effectiveness of advertising on the Internet. The organization's 200 plus members include leading Internet media companies, sales rep organizations, advertising networks, online service providers, accounting/audit services, ad management organizations, ad measurement services, marketing consultants, research providers, technology providers, advertising agencies and national advertisers.
IAB MEDIA MEASUREMENT TASK FORCE MEMBERS:
Celia De Benedetti,
Ariel Polar, I/Pro
Marla Nitke IAB