ANA, 4A's back IAB's impression counting plan

07/21/2011 | MediaPost Communications

Inconsistencies in ad impression counts between advertisers and publishers are the target of the newly formed Impression Exchange Solution, a plan supported by the IAB. IES was recently endorsed by the 4A's and the Association of National Advertisers. IAB CEO Randall Rothenberg said, "Universal adoption of IES is the foundation on which the advertising industry will build the next layer of digital supply chain efficiencies."

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