Traffic manager training adds up: opinion is positive that the IAB's plans for a training course for ad traffickers will reduce measurement discrepancies

New Media Age, June, 2004

The Internet Advertising Bureau (IAB) has announced plans to run a training course for online ad traffic managers. How far will this go to addressing the problem of discrepancies in ad serving statistics?

WAYNE ARNOLD

MD, Profero; vice chairman, IPA DMG

Research carried out by the Institute of Practitioners in Advertising's Digital Marketing Group (DMG) has highlighted the fact that 95% of ad-serving discrepancies are due to human error. So any move that will reduce the number of discrepancies made would be immensely welcome.

A practical training programme for traffic managers would be invaluable to the industry. It's something that we've needed for a long time--in fact, something that we've been calling out for. I'm in no doubt you'd get...