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NEW YORK Three industry trade organizations have teamed up to improve existing guidelines for interactive campaign measurement.
The Media Rating Council, the American Association of Advertising Agencies and the Interactive Advertising Bureau are spearheading the initiative, which will concentrate on establishing consistent definitions, an audit process and compliance rules.
The new set of guidelines will better define how to count an ad impression. They will also suggest an auditing and a certification process that is meant to heighten advertiser and agency confidence in the impression counts across multiple ad-serving technologies.
“Agencies
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