The Interactive Advertising Bureau (IAB) released its Ad Campaign Measurement Process Guidelines, which standardize use of third-party ad servers and app service providers by web publishers and ad agencies.

The guidelines — intended to "reduce discrepancies [in] buying, selling, and delivering interactive advertising," according to VP Jeremy Fain of industry services — were announced yesterday at IAB's MIXX conference. They include definitions on auditing the processes used in interactive ad placement, as well as trafficking and reporting those ads.

Last month the IAB released VAST, or "Digital Video Ad Serving Template," a protocol that standardizes communication between video players and ad servers.