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Everyone can rest easy. We finally have a definition for the online ad impression and a global standard for measuring it—a mere 10 years after the first ad banners ran on HotWired and eight years after the Interactive Advertising Bureau was formed to establish such guidelines.
What looks like inertia was partially a logistical and political nightmare that took years to resolve. The IAB and a gaggle of global industry organizations—from the European Interactive Advertising Association to the Asia Digital Marketing Association—were involved in the process, as well as Web publishers and ad-serving companies.
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