New Standards Make Electronic Media More Accountable
The electronic media industry has come together to implement a range of standards and procedures designed to further drive accountability for the medium.
The Joint Industry Committee for Web Standards (Jicwebs) has agreed a new set of universal guidelines for the certification of active registered users, advertising metrics and streamed content.
The move is the latest stage in the industry body’s ongoing campaign to develop a set of industry-wide standards for measuring the use and effectiveness of advertising on electronic media.
Jicwebs has established that an active registered user account should be defined as an account set up for a user to allow access to a website, service or network that has accessed the website, service or network in the audit period.
Further to the standards previously set for the measurement of streamed content, Jicwebs also agreed that optional break-outs for audio, video and live and on-demand should be available for measuring streamed media. It is recommending that sites that carry streamed content should be actively encouraged to have traffic certified to industry agreed standards.
Commenting on the initiative, Henry Badenhorst from Gaydar Radio said: “Setting standards for stream content will allow stations like ours to prove to advertisers the value of our inventory. If all sites within our sector had their stream content audited it would make it far easier for media buyers to compare sites thereby increasing advertiser confidence to the benefit of the industry”.
Earlier this week the lack of an industry agreed standard for web-advertising technology prompted a number of leading online agencies to call on media owners to get their ad-serving software audited.
Real Media, Profero, Outrider, Media.Com and i-level have come together to put their weight behind an initiative that will see third part ad-servers independently audited to industry agreed standards by ABC Electronic (see Online Agencies Call For Ad-Serving Software Audit).
Jicwebs: 020 7927 9999 www.jicwebs.org
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