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IAB Updates Digital Video Guidelines
In the US, the Interactive Advertising Bureau (IAB) has updated its Digital Video Ad Impression Measurement Guidelines, to establish the latest parameters for accurate counting.
The revised guidelines - developed by IAB's Digital Video Committee and Measurement Task Force - require that companies obtaining certification disclose the presence of auto-play ads and their parameters, such as frequency settings, site location and the type of video ads involved.
'The IAB's measurement efforts over the past seven years have been focused on ensuring the continued high level of accountability the industry expects from interactive advertising,' said Jeremy Fain, VP of Industry Services at the IAB. 'Digital video advertising is growing exponentially and the transparency this update brings will enable that growth to continue.'
This update supplements the Ad Campaign Measurement and Audit Guidelines released in 2004, which provide a standard for counting general ad impressions, rich media, click, and audience reach measurement. They will be effective for all certification audits beginning January 2010.
The guidelines can be viewed at www.iab.net/dv_measurement_guidelines .
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