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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, the Mobile Marketing Association Makes it Easier to Buy and Sell Mobile Ads for Smartphone and Tablet

Industry-Standard Guidelines for Smart Phones, Feature Phones and Tablets

MMA Will Issue MMA Universal Mobile Ad Package Compliance Stamps to Companies Adopting New Standards

New York, NY (February 8, 2012) — The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today released an updated version of the MMA Universal Mobile Ad Package. Created with MMA members, with added input from the industry gathered during a public comment period, the new, 2.0 version makes it easier to create, buy and sell mobile ads for smart phones, feature phones and tablets.

“We’ve taken 60-plus ad unit sizes and streamlined them down to just six. That simplicity frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics,” said MMA Global CEO Greg Stuart [pictured]. “As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”  More...

In Moldova, gemiusAudience appointed the official online audience measurement currency

13 February 2012. Gemius, the leading EMEA internet research agency, has been chosen by the Moldavian Joint Industry Committee, BATI, to provide the official web audience audit. The arrival of gemiusAudience in this country is a turning point in the development of the local online market, which now gains an official measurement currency. It is also an important advancement in the research project itself, as with this step gemiusAudience continues its international expansion in 2012.

As Stanislav Popov [pictured, left], the Executive Director at BATI comments: This decision is a crucial one for the market, as it is aimed at decisive internet industry unification and an increase in the online advertising channel profitability. Bearing in mind the significant Gemius experience in providing the highest quality online audience studies throughout Europe and the company's understanding of the CEE region, we are looking forward to our cooperation on the Moldavian market.

We couldn’t be more glad to have signed this contract which shows the great trust that the Moldavian Joint Industry Committee, BATI, has placed in us – Catalin Emilian [pictured, right], Gemius Country Manager for Moldova comments. This decision is also the best proof of the flexibility of our methodology and the insights offered for markets where we conduct gemiusAudience. They are appropriate for both: the highly developed Western markets such as Denmark, and the emerging markets, like Moldova. Personally, I eagerly expect the fast development of the Moldavian online advertising channel, as well as the significant increase of its competitiveness in the region, will greatly benefit from the introduction of the common measurement currency.  More...

In US, New IAB Study Reveals ‘Data Divide’

Survey of Nearly 200 Advertising and Marketing Industry Thought Leaders Showcases Emerging Data Approaches & Identifies Key Challenges to Widespread Adoption

NEW YORK, January 17, 2012--(BUSINESS WIRE)--Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” The white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption. Its findings are based on research results from a survey of nearly 200 industry thought leaders and influencers, as well as Winterberry Group’s own quantitative and qualitative research.

“The plethora of new data sources, targeted technologies and advertising delivery platforms enable marketers to amass more intelligence from varied sources,” said Patrick Dolan [pictured,left], Executive Vice President and COO, IAB. “This promising resource can only bear fruit if marketers can take that raw data and harness it effectively, going beyond traditional usage. This study shows us that there are some hurdles we need to address before we can expect widespread adoption—and the ability for ‘big data’ to deliver big result.”

“The digital marketplace has been growing by leaps and bounds, with data collection and usage representing a very complex and integral part of the puzzle,” said Jonathan Margulies [pictured, right], Managing Director, Winterberry Group. “Early adopters are making strides in pointing the ecosystem in the right direction, but a substantial ‘data divide’ continues to distinguish a small group of early adopters from those who have yet to explore the real potential impact that data may have on their advertising effectiveness.”  More...

In US, IAB Promotes David Doty to Executive Vice President

New Responsibilities to Include Oversight of Brand Marketing, Research & International Efforts

NEW YORK, NY (December 21, 2011) — The Interactive Advertising Bureau (IAB) today announced the promotion of David Doty [pictured] to Executive Vice President and CMO from Senior Vice President and CMO. David Doty now becomes the organization’s second Executive Vice President, alongside Executive Vice President and COO Patrick Dolan. Working under the ongoing leadership of IAB President and CEO Randall Rothenberg, Doty and Dolan will comprise the top-level management team of the IAB.

“David’s experience in working with government entities and similar stakeholders outside the U.S., his command of several languages, and his natural diplomatic skills position him perfectly for this new, vital role,” said Rothenberg. “In addition, his experience, insights and drive will be invaluable when it comes to leading mission-driven industry initiatives in the ever-critical brand marketing and research arenas.”  More...

In Belgium, Nielsen Wins ‘TV Events’ Contract

22 December 2011. mrweb posts: CIM, the Belgian Joint Industry Committee responsible for the country’s audience measurement, has awarded Nielsen a four-year contract to supply its ‘TV Events’ measurement system, from 1 January 2013.

Alain Couttolenc [pictured], European MD for Nielsen Watch said his firm is ‘delighted’ with the opportunity to work with CIM. More...

Online Metrics Inch Closer To Standardization

Michael Depp of NetNewsCheck writes: The Making Measurement Make Sense (3MS) initiative, a joint venture of the Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4As), has progressed from outlining general goals and operating principles toward a six-month testing period slated to begin in the first quarter of 2012, noting even that shift has been a tender one given its seismic potential for advertising in a cross-platform world.

Perhaps one of the most important validations came from George Ivie [pictured], CEO and executive director of the New York-based Media Rating Council, a private, nonprofit organization established by the industry in the 1960s at the urging of the U.S. government and charged with auditing and accrediting audience measurement research.

“It has been a great wake up call to the industry to focus on metrics, governance and making things more consistent,” Ivie said. More…

In UK, Kantar Media Lands the Television Measurement Contract for Switzerland

LONDON, 12 DECEMBER 2011 - Mediapulse, the joint industry committee for electronic audience measurement in Switzerland, has announced that Kantar Media has been awarded the contract for the provision of Television Audience Measurement. This six year contract, which will commence in 2013, follows a competitive three-way pitch. The current contract has been operated by GFK since 1985.

Keld Nielsen [pictured], Global Business Development Director, Kantar Media Audiences, commented: "This prestigious contract is an important endorsement of our approach to delivering high quality audience data but also to investing in the future and we will be building a system able to deal with a changing TV eco-system." More…

2012: A Measurement Odyssey

Sherrill Mane [pictured], Senior Vice President, Industry Services, for the Interactive Advertising Bureau writes at MediaPost: As I thought about the different ways this column could close out 2011 and ring in 2012, one topic stayed top of mind: Making Measurement Make Sense (3MS).

The daily planning-buying-selling workflow and currency, inventory valuations and forecasts, brand strategies, cross-platform assessment, and the management of change in measurement, will feel the impact of 3MS in 2012. 2011 is/was the year when top executives across the ecosystem came together to redefine digital display measurement in a cross-platform world and ensure that brand marketers have the tools they need to evaluate digital media. More...

In EU, Industry offers consumers greater transparency and control over OBA

BRUSSELS, 8 December --  Industry and self-regulatory bodies are meeting today to finalise the launch of the European Digital Advertising Alliance (EDAA) which will administer an innovative and revolutionary self-regulatory system for online behavioural advertising (OBA). The self-regulatory system provides Internet users with an unprecedented level of transparency and control over behavioural advertising.

The transparency element is provided by a universally recognisable icon (“AdChoices” in English) that will appear wherever third parties are collecting data for behavioural advertising purposes. When clicking on the icon, users will be presented with clear and easy-to-understand information about behavioural advertising.  More...