The problem of unifying on-line ad impression measurement has
been addressed by guidelines developed by a consortium of
organisations and companies, lead by the US Interactive Advertising
Bureau (IAB).
The new guidelines are voluntary and aim to make interactive
advertising easier to buy. They follow a six-month study conducted
by PricewaterhouseCoopers into the problems of measuring ad
impressions.
The new guidelines identify and define five key metrics in the
measurement process - ad impressions, clicks, visits, "unique"
measurements (browsers, visitors and users), and page impressions.
They point to site-side data disclosure as being integral to
accurate measurement and reporting of interactive advertising
data.
The guidelines and PwC study are available on the IAB's site.
Registration is required to download them.
