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IAB Seeks Feedback on Click Measurement Guides

The Interactive Advertising Bureau (IAB) released a working document of Click Measurement Guidelines and is now seeking feedback.

The Guidelines seeks to establish standards for the streamlined buying and selling of cost-per-click (CPC) advertising, which is favored by some interactive advertisers. They will also provide a framework for filtering fraudulent clicks.

The document includes:

  • A detailed definition of a "click" and methods by which they should be measured and counted — including definitions for invalid clicks.
  • General terms to improve the buying and selling of click-based media.
  • Criteria for measuring clicks in a way that increases transparency and consistency of data between media firms, ad networks, advertisers and click auditors.

Those so inclined can peruse the document, linked above, and submit their comments anytime before March 27. After that date, feedback will be reviewed and the Guidelines will be formalized.

Earlier this month the IAB released proposed platform standardization definitions for the video advertising industry.

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