• by Masha Geller , January 18, 2002

In connection with Tuesday's release of the IAB Measurement and Audit guidelines, MediaPost partnered with New York-based FeedRoom.com to webcast the press conference.

As a result, I got to do something really fun - I got a chance to briefly chat with Greg Stuart, the CEO of the IAB, on camera, about the significance of the announcement, the timing of the release and some specific recommendations.

We've put both the highlights of the presentation and my conversation with Greg up on the MediaPost website, so please check it out.

I won't rehash the guidelines themselves or the reactions of the media world to the announcement, but I do want to recommend that you check out the FeedRoom as an interesting advertising vehicle.

These are the guys that combine the advertising powers of television and the Internet on a network of sites that attract more than a million unique viewers a month, which makes them one of the top ten streaming networks on the web.

Television-like ads on the web are a constant source of controversy, but The FeedRoom has managed to sign Ford, Coca-Cola, Sprint PCS, AT&T and several other giants to their ad client roster and AT&T, for one, is claiming their campaign resulted in a 14% click-through. Anything that achieves a rate more than 40 times higher than the industry average for banners is worth looking into.