Big online publishers including CNET, Univision, Weather.com and, as
reported Monday,
Yahoo! Monday said they are now complying with a new, more rigorous Interactive Advertising Bureau standard for reporting ad impressions. The new guideline ensures they will report 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. -- Gavin
O'Malley
