The Interactive Advertising Bureau said Monday that member companies with proprietary ad serving platforms are on target to meet the impression measurement guidelines that it established at the end of
last year.
CNET, Univision, Weather.com and, as reported Monday, Yahoo!, have
completed their compliance with the guidelines --which call for measuring only ad impressions actually rendered. One major online publisher contacted by OnlineMediaDaily estimated that up to 10
percent of previously counted impressions could be excluded under the new standard.
The companies that are on track, but have yet to fully comply with the IAB's new standards, include Walt Disney
Internet Group, Forbes, The New York Times, MSN, AOL, and DoubleClick, among others.
The Media Rating Council is working closely with the IAB to jointly offer ad impression certification to the
owners of proprietary ad-serving platforms. The charge to these companies is reportedly a flat fee of around $125,000 to receive certification, with an additional fee charged for the use of an IAB/MRC
spider to crawl the site.
"That these major media companies have invested the time, effort, and resources towards compliance demonstrates our industry's commitment that interactive will be the
most accountable mainstream medium, and indicates a continued maturing of a 10-year-old industry," Greg Stuart, IAB CEO, said in a statement.