I-COM worldmeasurementnews

In US, IAB Releases Guidelines for the Conduct of Ad Verification

Common Methodologies for the Evaluation of Campaigns Will Promote Growth, Consistency and Greater Transparency in the Interactive Advertising Buying and Selling Process

NEW YORK, NY (February 14, 2012) — The Interactive Advertising Bureau (IAB) today released the final version of “Guidelines for the Conduct of Ad Verification.” This advanced framework, developed in conjunction with the Media Rating Council (MRC), will ensure a common set of methods and practices for ad verification, ultimately providing vital assurances to marketers and publishers alike that companies engaged in the verification of interactive advertising campaigns can themselves be audited against a common, transparent standard.

“These guidelines introduce a transparent and auditable approach to ad verification practices in the industry,” said Steve Sullivan [pictured, left], Vice President, Advertising Technology, IAB. “While ad verification in principle is valuable to the digital advertising industry, the lack of accountability created tension between the publishers and marketers. We developed these guidelines to introduce a level of consistency into campaign assessments commensurate the industry's standards for impression measurement.”

“Consistent and transparent conduct of ad verification is vital for deepening confidence in the industry and driving the advancement of digital advertising,” said George Ivie [pictured, right], Executive Director and CEO of the Media Rating Council. “We believe the issuance of these guidelines represent a major step toward achieving these goals.”  More...

In US, ABC Hires Executive to Lead Interactive Unit

ARLINGTON HEIGHTS, Ill. (Jan. 18, 2012)—The Audit Bureau of Circulations has named Eric T. John [pictured] vice president of ABC Interactive. John will manage the development of ABCi's products and services and oversee day-to-day operations, such as auditing and client services. He is also responsible for implementing strategies to promote the ABCi brand and building strategic business relationships with digital publishers, media buyers, technology developers and trade groups.

"Eric's mix of experience in digital advertising, marketing and mobile brings an innovative perspective to our entire organization", said Neal Lulofs, executive vice president and general manager of ABCi. "This is a critical time in the industry and Eric's expertise in digital media and his vision for ABCi will help meet our clients' transformational needs. I'm pleased to welcome him to our team."  More...

In US, BPA Worldwide launches tool for audited site traffic

Shelton, CT January 11, 2012 – Global media auditor BPA Worldwide today announced the launch of its new online tool for audited site traffic. The free-access tool, available on the BPA website, includes six industry-standard metrics by month, including: page impressions, unique browsers, user sessions, unique browser frequency, user session duration and page duration.

According to Peter Black [pictured], BPA’s Senior Vice President, Business Development, the tool allows media buyers, advertisers, agencies and publishers to analyze BPA-audited traffic data in multiple ways. “Search criteria can be set up by name of site, keyword or market category,” Black explained. “In addition, all queries can be easily converted and opened or downloaded into an Excel format for a more user-friendly interface. This will be the industry’s one stop for audited traffic data.” More...

In UK, ABC features Multi-Platform Certificate

ABC Products & Services: Our Multi-Platform Certificate comes in response to the increasing demand and changing needs of both owners and buyers in the media industry. With audiences interacting with media brands in many different ways, media owners want and need to demonstrate a broader view of their brand reach and performance. This new certificate will allow you to highlight the full scope of your audience whilst retaining the ability to view each communication platform separately.  More...

In US, [x+1] Partners with Trust Metrics to Ensure Brand Safety, Quality of Online Ad Inventory

NEW YORK, N.Y., Dec. 01, 2011 – Online targeting platform leader [x+1], www.xplusone.com, announced today it has partnered with Trust Metrics (www.trustmetrics.com), the leading provider of digital measurement standards for publisher transparency, effectiveness and quality, which will use its ratings system to classify and further ensure the quality of [x+1]’s online ad inventory.

“Considering the importance of brand safety and content quality to our Fortune 500 clients, we decided to seek a partner that can help us ensure that the highest standards are met on a consistent basis,” said Leon Zemel [pictured, left], Chief Analytics Officer of [x+1].  “We chose Trust Metrics after a rigorous review process in which we spent weeks vetting the accuracy and depth of their data compared to other providers, and found they had the most accurate data and rating algorithms.”

“We firmly believe that until the industry elevates the conversation from ‘safety’ to ‘safety and quality,’ premium brands will not spend on digital media at scale,” said Andrew Lerner [pictured, right], CEO of Trust Metrics.  “[x+1] shares our vision that application of these two attributes in combination will provide sufficient incentive for premium advertisers to raise their investment and realize the kind of significant performance gains that are possible in the digital channel.”  More...

In US, eXelate Purchase Intent Data Scores Highest Rating from Comscore, Independently Verifying Direct Purchase Proclivity For the First Time

eXelate is the first data marketplace to offer up its auto, shopping and travel purchase intent audience data to scrutiny by comScore’s rigorous vetting and verification process

New York, NY (November 16, 2011) – eXelate today announced the results of its second round of audience data validation testing by comScore, the global leader in measuring the digital world. comScore vetted eXelate’s auto, shopping and travel intent audience segments against its US panel, and awarded each a 5, the highest score on its 5-point scale. comScore previously verified eXelate’s demographic data.

“Just as the online industry needed third parties to validate audience size and composition of websites, premier data companies who want to assure marketers of the veracity of their data offerings need to do the same,” said Mark S. Zagorski [pictured], CEO, eXelate. “We believe the entire industry will benefit from providing a greater level of transparency within audience composition, and therefore drive increased advertiser confidence.” More…

In US, ABC Interactive to Accredit Adobe AudienceResearch

Neal Lulofs, Executive Vice President and General Manager of ABCi posted in the ABCi News Bulletin: I’m pleased to announce that ABC Interactive is now collaborating with Adobe Systems Inc. on new audience measurement and verification initiatives.  Part of our relationship involves ABCi auditors reviewing and accrediting Adobe’s AudienceResearch, a new digital audience measurement tool that captures and filters key online usage metrics via Adobe SiteCatalyst, the company’s flagship analytics application.

So many of our newspaper and magazine members rely on Adobe for digital publishing tools, web analytics and online audience data. When the accreditation is complete, we hope to offer a new, more efficient approach to audits of Adobe metrics.  More…

In US, CASRO Announces Social Media Research Guidelines

Jeffrey T. Resnick [pictured], Global Managing Director, Innovation and Strategy at ORC International and Chair-elect, Social Media Task Force, Council of American Survey Research Organizations(CASRO) announces: With the advent of social media research, many of our members have requested that CASRO issue a set of guidelines that will address the associated ethical and pragmatic issues, as well as maintain research integrity and our industry’s continued self regulation. The guidelines that follow are the product of many thoughtful and often intense discussions, writing, and re-writing by and among a team of dedicated professionals with strong, relevant experience.

We will be scheduling regular meetings to review the changes in the dynamic field of social media and to address your comments. More...

The Data Management Conundrum

Bill Wise [pictured], CEO of MediaBank writes at MediaPost: One would hope that the companies offering advertising technology solutions would be independent third parties that can guide advertising businesses through data and inventory, and that are designed to openly interface with other technologies, to boot. But in reality, the industry's main solutions come from the unified systems that sell advertising as well. That's unfortunate; it's a problem we need to work together to solve, today. More…

In US, Horizon Media Selects Trust Metrics to Identify and Rank Ad Effectiveness of Various Websites

Data Improves Reach, Frequency and Performance of Client Campaigns

September 28, 2011 NEW YORK – Horizon Media, the largest Independent media services agency, announced today that it is partnering with Trust Metrics, the leading provider of digital measurement standards for publisher transparency, effectiveness and quality, to rate the quality and potential advertising value of websites for its clients.

“The need to vet online advertising inventory in ways that make sense to advertisers and agencies has never been greater. Yet, until now, this has remained frustratingly out of reach for advertisers,” said Andy Lerner [pictured], CEO of Trust Metrics. “With Trust Metrics, Horizon will be able to leverage all of the efficiency and scale of networks and exchanges while assuring that its clients will be within sites that not only meet the expectations of a premium brand, but perform much better – in both click through rates and cost per acquisition – than sites ranked lower by Trust Metrics. More…