IAB Member Companies on Track for Measurement Certification Compliance; World's First Advertising Medium to Measure Ad Impressions Globally
This initiative marks a number of significant firsts in the advertising industry. This is the first time that any advertising medium has developed a measurement standard that measures the ad itself, as delivered to a consumer, versus other media that measure the programming or content. Interactive is also the first medium to launch a "global" measurement standard that has been accepted by all the key industry stakeholder organizations in the U.S., Europe, Asia and Latin America. Other media (such as television, radio and magazines) use different measuring techniques depending on country and region.
“The commitment the interactive industry has shown by working together to create the ultimate advertising standards both in the U.S. and around the world is impressive”
"The commitment the interactive industry has shown by working together to create the ultimate advertising standards both in the U.S. and around the world is impressive," said Bob Liodice, CEO, ANA. "This medium continues to be a major driver to greater accountability for the advertising industry."
Below is a status report on companies that have either completed the auditing and certification process or have committed to a deadline to do so:
GROUP 1: The following companies have shown their commitment to this important initiative by completing the auditing and certification process prior to the end of 2005. These companies are now in complete compliance with the measurement guidelines. CNET Networks completed Univision completed weather.com completed Yahoo! completed GROUP 2: This group includes companies that have not yet completed the auditing and certification process that qualifies them as compliant with the guidelines, but are actively working toward auditing by the end of 2005, or beginning of 2006. Walt Disney Internet Group Q3, 2005 Accipiter Q4, 2005 Atlas Q4, 2005 Falk Q4, 2005 Forbes.com Q4, 2005 Zedo Q4, 2005 24/7 Real Media Q1, 2006 AOL Media Networks Q1, 2006 DoubleClick Q1, 2006 iVillage Q1, 2006 Mediaplex, a ValueClick company Q1, 2006 MSN Q1, 2006 NY Times Q1, 2006
"I applaud IAB's collaboration with agencies to create a certification plan," said O. Burtch Drake, President and CEO, AAAA. "This will raise the confidence of agencies and advertisers in the Interactive medium."
"That these major media companies have invested the time, effort and resources towards compliance demonstrates our industry's commitment that interactive will be the most accountable mainstream medium and indicates a continued maturing of a 10 year old industry," said Greg Stuart, CEO, IAB. "Additional publishers and ad serving companies will continue to be certified over time as this becomes the accepted standard."
A full copy of the guidelines and FAQ's are available at www.iab.net/measurement.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 200 leading interactive companies that are actively engaged 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 regarding the use of interactive advertising. For more information, please visit www.iab.net.