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Rivals Cooperate On Click Guidelines 
By: Doug Caverly 2006-08-02 The Interactive Advertising Bureau (IAB) is going to form a Click Measurement Working Group in order to formulate Click Measurement Guidelines. Got it? In other words, they "will provide the detailed definition of a 'click' and the standard against which clicks are measured and counted including the identification of invalid clicks and/or fraudulent clicks."
It's not necessarily exciting stuff, but given all the recent hubbub over click fraud, this an important development. Several major corporations appear to agree - "Ask.com, Google, LookSmart, Microsoft Corp., Yahoo!, and others" have already agreed to join the Working Group, according to a press release. George Ivie, the executive director and CEO of the Media Rating Council, stated his support for the effort. "I applaud the IAB for continuing to take a leadership role in the creation of Measurement Guidelines across all platforms of the Interactive medium," he said. Ivie gave some further explanation of the guidelines' importance, as well, stating, "Agencies and marketers should feel assured that the Interactive industry is striving for increased reliability and consistency through the guideline-setting process and through their support for audits." Greg Stuart, the CEO of the IAB, also gave his opinion on the matter. "These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency," he said. It is, of course, unusual for Google, Microsoft, and Yahoo to cooperate. One can't help but wonder if they won't all poison each other's drinks at Working Group meetings. That could slow down the development of the Measurement Guidelines, although there's no telling how much - the press release didn't mention when this project might be completed. Tag: Click Measurement Guidelines Add to  Del.icio.us |  Digg |  Yahoo! My Web |  Furl
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About the Author: Doug is a staff writer for SearchNewz, WebProNews, InternetFinancialNews, and SecurityProNews. |
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