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...
