JICWEBS Agrees Email Standards

The Joint Industry Committee for Web Standards (JICWEBS) has agreed a set of metrics to make email publications as accountable as magazines and newspapers.

JICWEBS claims that the new metrics will ensure the “quantity and quality” of all email publications, which from now on will be subject to ABCe audit standards. The move is the latest stage in JICWEBS ongoing campaign to develop a set of industry wide standards for measuring the use and effectiveness of advertising on electronic media.

Speaking on behalf of JICWEBS, Richard Foan said: “In what is an ever expanding and diversifying marketplace, publishers are able to offer advertisers new and innovative opportunities for their advertising. Email publications are an expanding part of the new mix. However, what is not changing is the need for accountability and hence ABC Electronic is now able to offer certification of both quantity and quality measures of email distribution.”

Chairman of the IAB, Danny Meadows-Klue, added: “When auditing in the digital market began in the mid-nineties it brought with it a level of integrity and authority to the web. It’s great that now this can embrace email.”

Last month the IAB, which has also been pushing for greater accountability within the new media industry, launched a series of guidelines aimed at standardising the way in which internet traffic is monitored (see IAB Continues To Push For Accountability).

JICWEBS: 020 7927 9999 www.jicwebs.org

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