IAB, other groups forge new guidelines for digital metrics

06/20/2011 | MediaPost Communications

The IAB, Association of National Advertisers and the 4A's have established five guidelines for digital ad metrics. The Guiding Principles of Digital Measurement include shifting to a "viewable impressions" model, a system using audience "impressions," instead of "gross ad impressions," a system of ad units with greater transparency, "metrics that matter" for marketers of brands and metrics that can be compared to and integrate with other platforms.

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