Ensuring standard marks
on everybody's yardstick

The Interactive Advertising Bureau (IAB) released a working draft of its Audience Reach Measurement Guidelines yesterday.

Meant to provide uniform standards for measuring online audiences, the document is now open for comment. Topics covered include possible frameworks under which online properties can be audited, as well as specific definitions for audience reach, unique users, cookies, visits and time spent.

The guidelines were formulated by about 42 industry professionals, including digital ad mavens, online media execs and technology purveyors, brought together as early as May 2007.

"I think the result is a really good document for the industry," stated Director-Research Joe Laszlo of the IAB. He added, "Even if the guidelines achieve little else, if they get people using these disparate terms in a common way that will be helpful for the industry and people outside of it."

Public comment will be taken until January 20, at which point revisions will be reviewed. A final document goes live in February.