These endorsements come in response to the ongoing issues surrounding impression count discrepancies. Interactive advertising poses 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.
IES is an industry-wide standard mechanism that helps publishers and advertisers detect and resolve differences early in the life of a digital campaign. This results in improved efficiency and accuracy, which is foundational to other industry efforts around e-business (electronic ordering, change management and invoicing), cross-platform measurement consistency and asset identification.
"IES is one of the key initiatives in the IAB's mission to 'decrease friction' in the digital advertising supply chain," according to Randall Rothenberg, President and CEO, IAB. "Universal adoption of IES is the foundation on which the advertising industry will build the next layer of digital supply chain efficiencies."--Tanya Irwin