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The Interactive Advertising Bureau (IAB)are forming an industry-wide Click Measurement Working Group to create a set of Click Measurement Guidelines. These Guidelines, a joint effort with the Media Rating Council (MRC), will provide the detailed definition of a “click” and the standard against which clicks are measured and counted including the identification of invalid clicks and/or fraudulent clicks.
Member companies who have confirmed their participation in this Working Group thus far include: Ask.com, Google, LookSmart, Microsoft Corp., Yahoo!, and others.
The IAB is steadfast in its commitment to the principles of transparency and industry oversight for the measurement of any aspect of Interactive media. The Click Measurement Guidelines will also outline an industry driven auditing and certification recommendation for any organization involved in performance based marketing like search engines, ad networks, third party ad servers or any company that counts clicks as a part of the media currency. These guidelines are part of the broader Global Ad Impression Guidelines that were launched in 2004 and follow the recent release of the Broadband Measurement Guidelines.
“I applaud the IAB for continuing to take a leadership role in the creation of Measurement Guidelines across all platforms of the Interactive medium,” said George Ivie, Executive Director and CEO, Media Rating Council. “Agencies and marketers should feel assured that the Interactive industry is striving for increased reliability and consistency through the guideline-setting process and through their support for audits.”
The establishment of these guidelines will provide marketers with a standard for the consistent and reliable measurement of their performance based marketing. Independent auditing against the complete guidelines should provide advertisers with added security for their internet advertising investment and further solidify the increased level of accountability and transparency already established by this medium.
“Click Measurement is the next phase of the Interactive industry’s groundbreaking Global Measurement Guidelines initiative,” says Greg Stuart CEO of the IAB. “These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency.”
The Click Measurement Working Group is open to all IAB Members. For additional information, email Erica@iab.net. A full copy of the already completed Global Measurement Ad Impression Guidelines can be found at www.iab.net/standards/measurement.asp.
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