Companies Collaborate to Define Clicks
The 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.
"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.