Monday, August 8, 2005
IAB MEMBER COMPANIES ON TRACK FOR MEASUREMENT CERTIFICATION COMPLIANCE

World’s First Advertising Medium to Measure Ad Impressions Globally

NEW YORK, NY (August 8, 2005) The Interactive Advertising Bureau (IAB) announced today that member companies with a proprietary ad-serving technology are on track to achieve wide implementation of the Global Internet Ad Impression Measurement Guidelines by the end of year 2005. Published in November, 2004 the guidelines address long-standing marketer and agency concerns about the need for a standardized method of measuring Interactive advertising. These guidelines offer a detailed definition for counting an online ad impression, the primary currency of the medium, which is a critical component in establishing consistent and accurate online advertising measurements across publishers and ad serving technologies in the US and around the world. The U.S. guidelines also include an industry-driven third-party auditing and certification recommendation.

This initiative marks a number of significant firsts in the advertising industry. This is the first time that any advertising medium has developed a measurement standard that measures the ad itself, as delivered to a consumer, versus other media that measure the programming or content. Interactive is also the first medium to launch a global measurement standard that has been accepted by all the key industry stakeholder organizations in the U.S., Europe, Asia and Latin America. Other media (such as television, radio and magazines) use different measuring techniques depending on country and region.

The commitment the interactive industry has shown by working together to create the ultimate advertising standards both in the U.S. and around the world is impressive, said Bob Liodice, CEO, ANA. This medium continues to be a major driver to greater accountability for the advertising industry.

Below is a status report on companies that have either completed the auditing and certification process or have committed to a deadline to do so:

GROUP 1:
The following companies have shown their commitment to this important initiative by completing the auditing and certification process prior to the end of 2005. These companies are now in complete compliance with the measurement guidelines.


Company Name

Completed

Committed

GROUP 1

 

 

CNET Networks

Completed

 

Univision

Completed

 

weather.com

Completed

 

Yahoo!

Completed

 


GROUP 2:
This group includes companies that have not yet completed the auditing and certification process that qualifies them as compliant with the guidelines, but are actively working towards completion prior to the end of 2005, or beginning of 2006.

Company Name

Completed

Committed

GROUP 2

 

 

Walt Disney Internet Group

 

Q3, 2005

Accipiter

 

Q4, 2005

Atlas

 

Q4, 2005

Falk

 

Q4, 2005

Forbes.com

 

Q4, 2005

DoubleClick

 

Q1, 2006

Zedo

 

Q4, 2005

24/7 Real Media

 

Q4, 2005

AOL Media Networks

 

Q1, 2006

Mediaplex (a ValueClick Company)

 

Q1, 2006

iVillage

 

Q1, 2006

MSN

 

Q1, 2006

NY Times

 

Q1, 2006


I applaud IABs collaboration with agencies to create a certification plan, said O. Burtch Drake, President and CEO, AAAA. This will raise the confidence of agencies and advertisers in the Interactive medium.

That these major media companies have invested the time, effort and resources towards compliance demonstrates our industrys commitment that interactive will be the most accountable mainstream medium and indicates a continued maturing of a 10 year old industry, said Greg Stuart, CEO, IAB. Additional publishers and ad serving companies will continue to be certified over time as this becomes the accepted standard.


About the IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 200 leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit www.iab.net.

For any questions about IAB news please contact:  
Marla Nitke
212 380 4714
[email protected]