Yahoo! Complies With IAB Global Web Measurement Standards
Yahoo! properties in the UK, Ireland and Europe are now compliant with the IAB’s global web measurement standards, independently certified by the introduction of regular ABC Electronic ad serving audits.
Features of the audits include ensuring consistent elimination of non-human activity from counting of ad impressions and measuring the ad impression using browser-based tracking as near to the point of delivery of the ad impression to the user.
This is the first time the global measurement standards have been employed in Europe. They will deliver reassurance as to how media owners measure and report ad impressions.
The announcement comes at a time when advertising spend online is increasing across the globe, with the latest IAB UK figures confirming over £1 billion was invested online in the UK last year (see Online Aspend Hits $12.5 Billion In 2005).
Blake Chandlee, commercial director at Yahoo! UK & Ireland said, “Yahoo!’s new impression counting system raises the standard of media measurement to a level that’s undeliverable by any other media and enables our advertisers to accurately measure how many times their ads have been viewed by consumers.
“By partnering with ABC Electronic, our advertisers can be assured that the measurement metrics we provide are certified to the IAB’s global standard of ad impression measurement.”
Richard Foan, managing director at ABC Electronic added: “The internet is a global medium, and is the only medium that has a global currency with which to trade.
“Yahoo!’s early adoption of these standards in the US and now across Europe, and ongoing commitment to independent verification, is a clear demonstration of professionalism. And with industry-wide commitment, advertisers across borders now have increased trust in the online properties they’re investing in.
“With ongoing increase in budgets, many advertisers may want justification of their advertising spend through independent verification. As the industry matures, media owners without certification stand to lose out.”
Yesterday, it was announced that a single online planning currency is one step closer with the launch of a quarterly internet audience survey led by the IAB in agreement with the NRS (see Online Planning Currency A Step Closer).
Nielsen Media Research and Nielsen//NetRatings also recently announced a collaboration to expand their coverage to almost 600 websites, meaning online adspend measurement could become more accurate (see Online Adspend Measurement Set To Improve).
IAB: 020 8683 955 www.iabuk.net
Yahoo!: 020 7808 4200 www.yahoo.co.uk
ABC Electronic: 01442 870 800 www.abce.org.uk