Home  |   Blog  |  eNewsletter  |  Tools   Marketing Jobs / Marketing Careers   Bookstore  Search  |  Get Published  |  Feedback  |  Press  |  About MT   

  Marketing Today - The Online Guide to Marketing in the Information Age. Web Marketing, Internet Marketing, E-marketing, emarketing, I-marketing, Imarketing, Marketing Magazines, Marketing Ezines, Marketing Webzines, Marketing Magazines, Marketing Newsletters                
       Click here to find out more about Peter De Legge Consulting - Internet Marketing & Strategy Consulting Services - Visit: www.businessmarketing.net

Recommended by Harvard Business School's Working Knowledge, Northwestern University's Journal of Integrated Marketing Communications, Fast Company...    

Click here  to recommend Marketing Today to your colleagues. 

  The Online Guide to Marketing in the Information Age



Marketing Today - marketing, marketing communications, marcom, marcomm, integrated marketing communications Marketing
Marketing and marketing communications (offline and integrated)
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Internet Marketing
Internet marketing and integrating offline and online marketing. Special section on Search Engine Marketing.
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Trade Show Marketing / Event Marketing
Marketing at and managing trade shows and events.
Marketing Today - marketing research, marketing trends, marketing trend analysis, marketing studies, marketing research Research, Analysis and Trends
The latest data and analysis relevant to marketers
Marketing Today - marketing law, us marketing laws, european marketing laws, california marketing laws, email marketing laws, can-spam Marketing Law Resources
Marketing, advertising and email marketing related legal resources 
Marketing Today - public speaking and presentations Public Speaking & Presentations
Public speaking/ presentations
Marketing Jobs / Marketing Careers 
Our marketing jobs / marketing career website, MarketingHire.com.
Marketing Today - the online guide to marketing in the information age News
Marketing news from more than 30 sources.
search engine marketing Search Engine Marketing
Search engine marketing and search engine optimization tools and advice.
Marketing Today - marketing tools, markeitng roi calculator (mroi), ad cpm calculator, marketing resources Marketing Tools
Direct Marketing ROI Calculator, Ad CPM Calculator and more
marketing book recommendations on marketing, marketing communications, business to business marketing / b2b marketing / btob marketing, marcom Marketing Bookstore  
Our Amazon.com bookstore contains or picks for the best marketing books. See our Marketing Book Recommendations
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Marketing Events
Selected marketing events
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Search
Search Marketing Today or the Web Using Google
Marketing Today - the online guide to marketing in the information age Home

Contribute/ Contact
Get published, send books for review, contact Peter DeLegge for media interviews or to speak at your event
About Marketing Today and Peter DeLegge
Add to My Yahoo!

Add Marketing Today Headlines and Article Summaries to Your My Yahoo! Page
Want to add Marketing Today headlines and summaries to your website, newsletter or blog? Click here

Get Marketing Today as an XML Feed! Feature  Marketing Today Headlines and Summaries on your website!
Add our RSS Newsfeed to your website for at no cost (approval required) click here for more information. 
Linking Policy
All content at this site is the property of Marketing Today. However, we permit linking to MarketingToday.com or directly to articles. We also allow approved* sites, blogs and email newsletters to use our article summaries AS-IS, without revision.
Click here for more information. 

Welcome to the Marketing Evolution...Marketing Today (tm)


Source: IAB

New York, NY - January 15, 2002 - The challenging issue of online ad impression measurement, which has been labeled as the top priority of the Interactive Advertising Bureau (IAB), has been addressed by guidelines developed by an IAB-lead industry consortium of organizations and companies. With the participation of the Advertising Research Foundation (ARF), ABC Interactive (ABCi), and the Media Rating Council (MRC), and supported by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA), the IAB is introducing these voluntary guidelines in order to make interactive advertising easier to buy. Based on an extensive six-month study conducted by PricewaterhouseCoopers, the guidelines, which identify and define five key metrics in the measurement process - ad impressions, clicks, visits, "unique" measurements (browsers, visitors and users), and page impressions - point to site-side data disclosure as being integral to accurate measurement and reporting of interactive advertising data.

The full text of both the IAB Ad Campaign Measurement and Audit Guidelines and the IAB/PWC Online Ad Measurement Study can be found at www.iab.net.

Based on the independently conducted PwC study, which included the active participation of AOL, Atlas DMT, CNET Networks, Inc., Walt Disney Internet Group, DoubleClick, Forbes.com, MSN, New York Times Digital, Terra Lycos and Yahoo!, the Media Rating Council (MRC) lead the industry committee in the creation of the actual guidelines. The study's primary objectives were to: 1) review the current measurement criteria and practices used by the sell-side participants for online advertising and audience measurement reporting; 2) determine and report the comparability of existing metrics used by the industry; and 3) propose a common set of industry definitions and guidelines for data analysis and reporting.

"I am very happy with how these guidelines have worked out so far," said MRC CEO George Ivie. "The cooperation of the participants -- the IAB, the participating media companies, PwC, the ARF, ABCi and the MRC -- has made this document very strong. The discipline driven by strong filtration procedures, the standardization of the measurement metrics, disclosure and auditing specifics will improve the consistency and accuracy of Internet site and ad-server measurements, providing the enhanced confidence advertisers and agencies need. Hopefully these guidelines will eventually reduce agency reconciliation time also, which is an added benefit."

"We hope that the work released today is a wake-up call to everyone (clients, publishers, agencies, research organizations and adserving companies) about the importance of standardizing measurement practices. We can't stress enough, however, that today's announcement means nothing if there is not quick adoption, and continued refinement to address evolving technology and advertising solutions," said Adam Gerber, AAAA's Interactive Marketing & New Media Committee Chairman. "The IAB has taken a lead in solving this problem, and we fully support their approach."

"For the past five years ANA members have been surveyed regarding their Internet advertising activity and lack of reliable and accurate measurement information consistently rank in the top three reasons why ANA member companies do not purchase more interactive advertising," said Barbara Bacci Mirque, ANA Senior Vice President. "We support the efforts of the IAB, ARF and MRC in addressing this important issue."

In compiling their report, all of the participating organizations supplied information to PricewaterhouseCoopers on their measurement criteria and practices and cooperated in interviews and testing. PwC's procedures included interviews with employees, reviews of policies, definitions and procedures, execution of scripted testing used to assess the collection and reporting systems and analyses of results for differences and for the purpose of suggesting consistent definitions.

"As online advertising becomes an integral part of mainstream advertisers' media mix, advertisers are demanding more accountability," said Tom Hyland, Partner and Chair of PricewaterhouseCoopers New Media practice. "At the same time, the process, systems and data metrics supporting online advertising are becoming more complex. These guidelines go a long way in helping make online advertising an easier buy for advertisers and agencies. PricewaterhouseCoopers is proud to play an integral role in this comprehensive industry effort."

"These voluntary guidelines for ad campaign measurement and audits are a milestone in the growth of the interactive advertising industry as they are focused on creating a consistency among all parties to the process," said IAB President & CEO, Greg Stuart. "These guidelines, backed up by the master list of spiders and robots that ABCi has created, and the glossary of terms which the IAB issued several months ago are expected to eliminate between fifty and seventy per cent of the discrepancies that now exist. These guidelines provide benchmarks from which our industry can now be effectively audited."

Marketing Today - the online guide to marketing in the information age

© Copyright 2000, Marketing Today/Peter De Legge Consulting. All rights reserved.



Marketing jobs and career advice especially for marketers.

Quick Links to Marketing Job Searches:
- Marketing Director Jobs
- Marketing Manager Jobs
- VP Marketing Jobs
- Online Marketing Jobs
- Marketing Analyst Jobs
- Marketing Research Jobs
- Public Relations Jobs / PR Jobs

Subscribe to Marketing Today Newsletter FREE! 
Be alerted when new content is published, get exclusive newsletter-only articles and job listings. Join a virtual who's who of marketers from leading companies.


We do not rent or share our email list.

Marketing Today Blog
Frito-Lay and GM Get Integrated Marketing and Leverage the Power of Consumers in a Big Way
GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers.Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for
Marketing: The Art vs. Science Debate
I am amazed at how often we marketers debate over whether marketing is art or science. I was recently at a marketing association fund raising event where a speaker proclaimed that marketers are true artists, as if being artists validates our work. I thought, hmmm...Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we
Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post
Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. I applaud Seth's passion and his clever way of addressing marketing ethics in his book "All Marketers are Liars." It's a topic our profession needs to dialogue on and care about. I realize that business ethics books don't sell very well, so I'll keep this short and hope you'll look at Seth's post.
Can a Blog, Long Neglected, Be Resuscitated? My Re-Entry Into the Blogosphere
It's common blogosphere wisdom that to keep a blog alive, you need to keep to a rigorous publishing schedule. Well, if you've kept up with my blog, or even if you haven't and you notice the dates of previous posts, we're about to put that assumption to a test, as I make my re-entry into the blogosphere.But first, a little disclosure. For those cynics out there, you may see this (perhaps,
Speaking at BtoB's NetMarketing Breakfast Thursday in Chicago - Oct 6 - Here's $10 Off
Forgive the self-promotion, but I'll be speaking and participating in a roundtable at Crain's BtoB's NetMarketing Breakfast in Chicago this Thursday, October 6th. I've been strugling between two presentations, one regarding a significant study that breaks apart and measures each vehicle of marketing campaigns -- television, print, Internet, search engine marketing, radio spots, etc.; the other
Google Launches Google Blog Search
It was only a matter of time. Google has been promising blog search for a couple of years. Finally, this morning they rolled out a blog search engine capability. Not surprisingly, it’s labeled “beta.”According to a Google, “The goal of Blog Search is to include every blog that publishes a site feed (either RSS or Atom).” It looks for sites that update pinging services and crawls in real-time.
Disintegrated Marketing...
After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought. However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused. When clothing retailer Gap
Burger King Goes Tasteless
Shock value is the refuge of the talentless when it comes to advertising and viral marketing. Burger King has decided to one-up Carl Jr.'s Paris Hilton raunch, by creating a series of over-the-top raunchy commercials and a website to promote a fictitious band called Coq Roq -- filled with bad double entendres. And while Carl Jr. is a small brand that can thrive by staying in the niches, Burger
Search Engine Marketing Secrets Revealed, Email Marketing Secrets, Direct Marketing Secrets...Apparently Marketers are Lousy at Keeping Secrets
A quick perusal through my email inbox reveals dozens of messages from companies touting for pay articles, books, seminars and papers on every topic known to marketing all claiming to possess "secrets."I checked a few out recently and was amazed to learn that things I've considered fairly common knowledge among those experienced with online marketing are actually secrets! Things like Google
"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too
One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
RSS integration by RSSinclude

Marketing Today

- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School

Noted Marketing Pros

"I love the site!"
Seth Godin, author, Permission Marketing

As one of the "best business links on the web."
Business 2.0 Magazine's Web Guide

"Websites worth watching."
- Folio Magazine

Most importantly, our readers

Marketing Today (tm) - The Online Guide to Marketing in the Information Age
© Copyright 1997 - 2007, Peter DeLegge Consulting/Marketing Today. All rights reserved. Marketing Today and MarketingToday.com are trademarks owned by Peter DeLegge. "Welcome to the Marketing Evolution," copyright 1998, Peter DeLegge.