ORLANDO, FLORIDA (February 23, 2009) –The Interactive Advertising Bureau (IAB) today announced the release of the final version of its Audience Reach Measurement Guidelines at its Annual Leadership Meeting, Ecosystem 2.0: Brands Battle Back, in Orlando, Florida. These guidelines provide clear, consistent definitions of key metrics and create a single standard for measuring Web audience sizes. The guidelines are the result of a major industry-wide initiative led by the IAB and included the participation of publishers, agencies and auditing organizations.
These new guidelines:
- Define key industry metrics such as unique users, unique cookies, unique browsers, visits and time spent.
- Establish a framework for all measurement providers to have their methodologies audited, providing greater certainty for the industry.
- Foster greater accuracy and reliability of all forms of online audience measurement, whether based on server data, online panels or user registration.