• September 23, 2008

The Interactive Advertising Bureau has released its Ad Campaign Measurement Process Guidelines, dealing with the use of a third-party ad server and its application service provider by a Web publisher or ad agency.

The guidelines provide definitions and instructions on how to audit the processes used in the placement, trafficking and reporting of interactive advertising. The goal is to help publishers and agencies obtain greater transparency and consistency in ad measurement through a certification process.

"These guidelines establish methods that, when followed, reduce discrepancies and errors in the process of buying, selling, and delivering interactive advertising-this is a top priority for the IAB," said Jeremy Fain, vice president of industry services for the IAB, in a statement.

The guidelines announced Monday at the organization's annual MIXX conference in New York can be found at www.iab.net/campaign_measurement_process. --Mark Walsh