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The Interactive Advertising Bureau Announces Two Important Industry MilestonesReleases Guidelines on Rich Internet Application Ad Impression Measurement and Current-State Report on Video Game Advertising October 11, 2007; 04:40 AM New York, New York –October 10, 2007- The Interactive Advertising Bureau (IAB) today announced the release of two important industry milestones: 1) The final guidelines for ad impression measurement in Rich Internet Application (RIA) environments and 2) The "Game Advertising Platform Status Report", the first in a series of papers focused on the current state of emerging and existing platforms within the Interactive Advertising industry. "With the release of these two critical industry documents, the IAB continues to drive the growth of Interactive advertising," said Sheryl Draizen, SVP and General Manager of the IAB. "Both RIA and Games environments offer advertisers effective opportunities to reach their consumers, and offer consumers richer more engaging interactive experiences." 1. RICH INTERNET APPLICATION AD MEASUREMENT GUIDELINES: These guidelines supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. For companies that have already been audited and accredited against the current guidelines, the IAB recommends the Rich Internet Application Ad Measurement Guidelines be included in the next annual auditing and certification cycle. These Rich Internet Application guidelines are intended to be supplemental to the auditing and certification process. For a list of companies that have already been certified or have committed to a "certified-by" date, please visit www.iab.net/standards/measurement.asp. "We support the IAB's continuing efforts to create guidelines that can become lingua franca," said Mike Donahue of the AAAA. "These guidelines have been reviewed and endorsed by the AAAA's Digital Marketing Committee." In an effort to educate the industry on the use of these guidelines, the IAB RIA Ad Measurement Working Group will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Friday, October 19, at 12 noon EST. All members of the industry are invited to attend. To register for the webinar, and to download the guidelines, please visit www.iab.net/standards/RIA.aspx. 2. VIDEO GAMES INTERACTIVE ADVERTISING PLATFORM STATUS REPORT: "The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive," said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. "This report educates the industry on how to best leverage this fast-growing platform. About the IAB Games Committee: Games Committee Member Companies:
About the IAB:
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