Companies Collaborate to Define Clicks

IAB Releases Click Measurement Guidelines

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Interactive Advertising BureauThe Interactive Advertising Bureau (IAB) has announced the release of Click Measurement Guidelines, a document establishing parameters for buying and selling cost-per-click (CPC) advertising.

Among the organizations participating in the project to come up with the guidelines were Google, Yahoo, Microsoft, Advertising.com, AOL, Business.com, Click Forensics, CBS Ineractive, Compete, Disney Interaactive Media, Looksmart, Omniture, PricewaterhouseCoopers, SEMPO, WebTrends, and many more. The guidelines are designed to:

– Provide a detailed definition of a “click” and outline standard methodologies by which clicks should be measured and counted, including the identification of invalid and/or fraudulent clicks.

– Define standard terms to aid in the streamlining of buying and selling of click-based media.

– Increase transparency and consistency in click measurements for media companies, ad-serving organizations, advertisers, and third-party click auditors.

Shuman Ghosemajumder"Helping the interactive industry define a click and the standard for measuring one has been an extraordinary effort on the part of the IAB and its members," said Shuman Ghosemajumder, Business Product Manager for Trust & Safety for Google. "It is an important step that continues to reinforce interactive media’s role as the most accountable and measurable form of advertising."

The document (pdf) is lengthy, but one that advertisers should take the time to read. They are offering a chance for ad agencies, advertisers, publishers, and vendors to provide feedback on the guidelines, so you might be able to get your two cents included too if something of value has not been referenced.

Companies Collaborate to Define Clicks
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  • http://tomcuthbert.wordpress.com/ Tom Cuthbert

    Thanks for covering this and raising the awareness. The Guidelines are an important foundational step for our industry. While no one document can solve the problem of click fraud or mitigate invalid traffic, it is encouraging to us to be at this point. We look forward to continuing to work to represent the voice of the advertiser and continue to contribute toward build standards that enhance the value for online advertisers.

    Tom Cuthbert
    Click Forensics

  • http://www.lightsonline.com/ interior lighting

    So, in other words, these people are going to be watching us (the consumers) to monitor where we go when we’re on the Internet so that they can better figure out how to generate revenue?

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