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'Final' Rich Media Guidelines Published by IAB
The Interactive Advertising Bureau (IAB) has released a 'final' version of its Rich Media Measurement Guidelines, following a 30-day public comment period.
The guidelines, which determine at which point a rich media ad impression is counted, are primarily applicable to Internet media companies, ad serving organizations and rich media vendors. Rich media ad formats include transitional and various over-the-page units such as floating ads, page take-overs and tear-backs. In keeping with the principles of the Global Ad Impression Guidelines, measurement is recorded as late as possible in the delivery of creative material to the user's browser.
The IAB called for comments on the Guidelines in the first half of November (www.mrweb.com/drno/news7566.htm ).
'Metrics that marketers can count on are critical for the continued growth of the interactive marketplace' according to Randall Rothenberg, President and CEO of the IAB, who adds: 'The Rich Media Measurement Guidelines are proof positive of the interactive industry's commitment to the highest levels of accountability and transparency.'
The guidelines are facilitated by the USA's Media Rating Council (MRC) and form an addendum to the existing IAB Ad Impression Measurement Guidelines published in 2004 (www.iab.net/campaign_measurement_audit ).
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 300 companies actively engaged in and supporting the sale of interactive advertising, and responsible for selling over 86% of online advertising in the United States.
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