The Interactive Advertising Bureau and the Web Analytics Association Increase Collaboration on Web Metrics Standards
The Interactive Advertising Bureau (IAB) and the Web Analytics Association (WAA) announced their intention to work more closely together to increase consistency and clarity around Web metrics standards. Both organizations have independently made strides toward the standardization of terms commonly used in the advertising and analytics fields. The purpose of the new partnership is to better communicate the goals of metrics standards to the two organizations’ respective memberships and target audiences, as well as to better convey the goals of each organization and the subtle differences that may occur among metrics standards.
The IAB and the WAA have historically had different goals for metrics standardization. The IAB is focused on increasing the reliability, consistency and transparency of the metrics used for buying and selling interactive advertising. The IAB’s Measurement Guidelines include specific technical processes that ensure the validity of interactive advertising currency.
The WAA’s mission is to foster the growth and evolution of the Web analytics industry by encouraging that the name and definition of each metric is consistent across vendors. This reduces confusion for analytics professionals who are comparing vendors and integrating data from different providers.
While both the IAB and the WAA work toward standardization of metrics, due to the different missions they have, members of both organizations will benefit from increased communication.
"We are very pleased to collaborate with the WAA," said Randall Rothenberg, President and CEO of the IAB. "While our missions are different we share the goal of building the interactive marketplace."
"The partnership and transparency between the WAA and the IAB will ultimately help to abate confusion, which is exactly why we both advocate standards in the first place," said Jim Sterne, founding chairman of the WAA. "While it is inevitable there will be differences in the methods we use and the standards we endorse, we each know about those differences and are able to educate our members before the public announcement is made."