IAB Issues Guidelines for Key Ad Metrics

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NEW YORK–In an effort to cut down on the disparate methods of measuring online advertising, the Interactive Advertising Bureau today proposed a common set of guidelines for data analysis and reporting.

The voluntary guidelines, based upon a six-month study conducted by PricewaterhouseCoopers, identify and define five key metrics in the measurement process–ad impressions, clicks, visits, “unique” measurements (browsers, visitors and users) and page impressions.

By establishing the guidelines, the IAB hopes to eliminate inconsistency in measurement practices among Internet sites, making advertising on the Web easier to quantify and buy for advertisers and agencies.



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