IAB Publishes Rich Media Definitions

In the US, the Interactive Advertising Bureau (IAB) has announced the release of final guidelines for ad impression measurement in Rich Internet Application (RIA) environments. It also published a report on the state of in-game advertising.

The RIA Ad Measurement Guidelines define ad impressions for rich Internet application environments using technologies like AJAX and JSON, where page content changes and ad serving are no longer linked. The guidelines, for Internet media companies and ad-serving organizations, specifically address browser or browser-equivalent based Internet activity, and are supplementary to the Ad Campaign Measurement and Audit Guidelines on ad impressions released in 2004.

The guidelines have been reviewed and endorsed by the AAAA's Digital Marketing Committee. The IAB RIA Ad Measurement Working Group will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Friday, October 19, at 12 noon EST.

The 'Game Advertising Platform Status Report' is the first in a series of papers focused on the current state of emerging and existing platforms within the Interactive Advertising industry, and provides a detailed overview of the current state of advertising in and around video games. The report was compiled by the IAB Games Committee, which recommends solutions, standards and educational tools for those marketing in conjunction with video games, making use of industry research, case studies and/or stakeholder education.

Founded in 1996, the Interactive Advertising Bureau (www.iab.net ) represents over 300 interactive companies engaged in and supporting the sale of interactive advertising, and responsible for selling over 86% of online advertising in the USA.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.