The Interactive Advertising Bureau has issued a set of standards for measuring digital media and is now asking for comments from members, reports MediaWeek.

The standards are meant to address changes in the online environment as site visit-based tracking grows less relevant to media buyers. Rapidly-adopted solutions like AJAX, which updates Web content without users having to reload a site, throw these figures off, creating trouble for both the publishing and advertising industries.

Such new technology is accounted for in the digital media measurement release. The responsibility now falls to agencies, publishers and other parties to critique the guidelines.