• by Gavin O'Malley  @mp_gavin, August 8, 2005

Yahoo! has released a new ad measurement platform that only counts and reports impressions after ads have been displayed on a user's Web page, the company is expected to announce today.

The new platform is designed to comply with Interactive Advertising Bureau standards released in December that require ads to be "fully rendered" on the receiving browser. Previously, ads were considered "served" once they had been sent by clients, regardless of whether the ads were stopped by a pop-up blocker or a consumer left the page before a video ad fully loaded.

"By implementing consistent industry standards, we can focus even more intently on building great marketing campaigns," Todd Teresi, vice president of operations at Yahoo!, said in a statement. Teresi is also chair of the IAB task force on audience measurement guidelines.

The platform is available in the United States now, and will be effective across Yahoo!'s global network in early 2006.

Reached for comment, Yahoo! rivals MSN and America Online both said that compliance with IAB guidelines was a top priority, but declined to be more specific.