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.

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