IAB Releases Guidelines Online Audience, Ad Measurement

Metrics for measuring audience and advertising have been released by the Interactive Advertising Bureau, New York.

They are ad impressions, clicks, unique visitors, total visits and page impressions.

Yahoo endorsed the first-ever guidelines, saying in a published statement, that the standards will help eliminate confusion and inconsistency among Internet sites and will “engender a deeper level of trust in the Internet as a viable advertising medium.” The voluntary guidelines will also “ensure media buyers fully understand the value of their purchases” and assist advertisers in making “more informed decisions.”

The guidelines, which are being hailed as a landmark for the interactive ad industry, were developed along with 11 companies, including ad servers, ad networks, destination sites and portal sites.