NEW YORK, NY — The Interactive Advertising Bureau (IAB) this week announced that they 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.
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.
A full copy of the already completed Global Measurement Ad Impression Guidelines can be found at www.iab.net/standards/measurement.asp .
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 250 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 .
About the MRC:
The MRC is a non-profit industry association established in 1964 at the behest of the US Congress. The MRC is comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC’s Minimum Standards For Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 40 syndicated research products are audited by the MRC. For more information, please visit www.mediaratingcouncil.org .
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