Monday, May 7, 2007
The Interactive Advertising Bureau Issues Rich Internet Application Ad Measurement Guidelines for Public Comment

Continues its Ongoing Support of New and Improved Online Browsing Technologies

NEW YORK, NY (May 7, 2007) - The IAB, in conjunction with its Measurement Council, today announced at the IAB Leadership Forum: Digital Video, a call for "public comment" on a set of Rich Internet Application Ad Measurement Guidelines. These guidelines will determine at what point an ad impression is counted in rich internet application environments built with technologies such as AJAX and JSON. They specifically address online browser or browser-equivalent based Internet activity where page content changes and ad serving are no longer linked. The guidelines are principally applicable to Internet media companies and ad-serving organizations.

As these new technologies proliferate, it is critical to deliver a standardized set of measurement guidelines as soon as possible so that infrastructure development and business practices within the interactive industry are informed at the earliest stage.

Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments on the IAB site  here. The comment period will last for thirty days. Following a review of the feedback, the guidelines will become final and will be publicly released.

The guidelines state that "in instances where significant user activity (click through and responding to mail and changing search options through clicking or typing, etc.) is present, this activity can be directly tied to ad-serving and counting provided that counting rules are defined in a consistent and fully disclosed manner." The guidelines go on to acknowledge that, "in special circumstances, due to the nature of the application, there may be no material user activity, for example, a single streaming event (e.g., financial tickers, sports game coverage, long single-stream video content). In these cases disclosure and counting must abide by the auto-refresh guidelines of the current IAB Ad Impression Measurement Guidelines."

"New and emerging technologies play a vital role in improving online browsing experiences for consumers," said Sheryl Draizen, SVP and General Manager of the, IAB. "As with all IAB measurement guidelines, these guidelines create efficiency, accountability and transparency for the interactive marketplace; principles that the IAB and its members are steadfastly committed to and know are key to building a world class medium with sustainable growth."

These guidelines are intended to further supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. For companies that have already been audited and accredited against the current guidelines, the IAB recommends the Rich Internet Application Ad Measurement Guidelines be included in the next annual auditing and certification cycle. These Rich Internet Application guidelines are intended to be supplemental to the auditing and certification process. For a list of companies that have already been certified or have committed to a "certified-by" date, please click here.

About the IAB:

Founded in 1996, the Interactive Advertising Bureau ( represents over 300 leading interactive companies that actively engage 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 about interactive advertising.

IAB Media Contact:
Marla Nitke
Director, Marketing Communications
[email protected]