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IAB Measurement Guideliness Finalised

February 23 2009

In the US, the Interactive Advertising Bureau (IAB) has released the final version of its Audience Reach Measurement Guidelines, which aim to provide clear, consistent definitions of key metrics and create a single standard for measuring web audience sizes.

Publishers, agencies and auditing organizations all contributed to the initiative, led by the IAB. The guidelines define key industry metrics such as unique users, unique cookies, unique browsers, visits and time spent; establish a framework for auditing the methods used by all measurement providers; and promote greater accuracy and reliability, as well as transparency, for all forms of online audience measurement.

Joe Laszlo, Director of Research at the IAB comments: ‘Establishing a broad industry consensus in favor of these guidelines is critical to ensuring that they gain traction in the marketplace’. George Ivie, CEO and Executive Director of the Media Rating Council (MRC), called the publication ‘an important and commendable step towards full accountability.’

The guidelines can be found at www.iab.net/audiencemeasurement .

Founded in 1996, the IAB is headquartered in NYC and comprises more than 400 leading media and technology companies who are responsible for selling 86% of online advertising in the USA. Web site: www.iab.net .

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