• by Joe Mandese  @mp_joemandese, July 20, 2011

The Association of National Advertisers and the American Association of Advertising Agencies have joined the Interactive Advertising Bureau's call for an Impression Exchange Solution.

The trade associations said they were endorsing the solution due to "ongoing issues surrounding impression count discrepancies, which have long been an issue for the media industry."

They added that online ads pose "particular challenges" due to the different ways campaign data is managed by agency third-party and publisher ad servers.

"Inconsistencies arise because advertisers and publishers use different systems to count impressions and clicks," the associations said in a joint statement.

"Managing discrepancies has become a major headache for agencies and publishers, which is increasing exponentially as digital media scales," said John Montgomery, COO of GroupM Interaction in the U.S. "The IES solution allows us to apply workflow technology that should help our agency teams spend more time on insights and less on administration."