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October 10, 2007
The IAB Drives the Industry Forward by Releasing Rich Internet Application Ad Measurement Guidelines and the Games Advertising Platform Status Report

The Interactive Advertising Bureau (IAB) announced the release of two important industry milestones: 1) The final guidelines for ad impression measurement in Rich Internet Application (RIA) environments and 2) The "Game Advertising Platform Status Report", the first in a series of papers focused on the current state of emerging and existing platforms within the Interactive Advertising industry.

"With the release of these two critical industry documents, the IAB continues to drive the growth of Interactive advertising," said Sheryl Draizen, SVP and General Manager of the IAB. "Both RIA and Games environments offer advertisers effective opportunities to reach their consumers, and offer consumers richer more engaging interactive experiences."

The Rich Internet Application Ad Measurement Guidelines determine at what point an ad impression is counted in rich internet application environments built with technologies such as AJAX and JSON. These guidelines specifically address online browser or browser-equivalent based Internet activity, where page content changes and ad serving are no longer linked. The guidelines are applicable to Internet media companies and ad-serving organizations.

These guidelines 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.

"We support the IAB's continuing efforts to create guidelines that can become lingua franca," said Mike Donahue of the AAAA. "These guidelines have been reviewed and endorsed by the AAAA's Digital Marketing Committee."

In an effort to educate the industry on the use of these guidelines, the IAB RIA Ad Measurement Working Group will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Friday, October 19, at 12 noon EST. All members of the industry are invited to attend. To register for the webinar, and to download the guidelines, please click here.

"The Video Game Interactive Advertising Platform Status Report" provides a detailed overview of the current state of advertising in and around video games. Developed by the IAB Games Committee, the report outlines the myriad opportunities for advertisers to reach and engage consumers in the highly immersive environment of video games. To showcase the variety of games, advertising formats and insights for successful campaigns the Committee will host a seminar for agencies and marketers on November 6 in New York City, For more information on the seminar, or to download the complete report, please click here.

"The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive," said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. "This report educates the industry on how to best leverage this fast-growing platform.

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