IAB Continues To Push For Accountability

The Interactive Advertising Bureau (IAB) is launching a series of guidelines aimed at standardising the way in which internet traffic is monitored.

The guidelines, which are intended to improve the measurement of traffic to websites and establish the time period within which an online ad can be measured, will be unveiled next week.

The new standards represent the latest stage in the IAB’s campaign to bring greater accountability the internet (see IAB Pushes For Web Audit) and are the result of a 12 month industry consultation period in which advertisers and their agencies explored how to use the internet more effectively.

Chairman of the IAB, Danny Meadows-Klue, said: “The internet is already more accountable than radio, TV, outdoor, cinema or any other media you can think of. The internet has the potential to achieve 100% accountability and the new guidelines are all about migrating this level of accountability to all areas of the medium.”

However, while the internet may have a high level of accountability, a universally accepted measurement system, something yet to be established, would doubtless help its competitiveness as an advertising medium.

Last October the IAB, the IPA and ISBA colaborated for the first time to launch a joint set of guidelines to regulate the buying and selling of advertising online (see Online Ad Bodies Launch New Web Guidelines).

IAB: 020 8683 9667 www.iabuk.net

Subscribers can access ten years of media news and analysis in the Archive