Online ad industry divided over single standard plans: while online advertisers support the IAB and IPA's efforts to establish a standard measurement for online audiences, they're struggling to agree on which is the best approach

New Media Age, June, 2004 by Susie Harwood

The news last week that the shortlist of suppliers for the industry initiative to create a single Internet audience measurement standard has been whittled down to two ComScore and Nielsen//NetRatings--brought the controversial debate to the lore once again.

Few would disagree that the need for a single standard comparable to TV's Barb or radio's Rajar is one of the most critical issues facing the online advertising sector. While online is rapidly establishing itself as an important part of overall marketing spend, a single audience measurement currency would finally put it on a par with traditional media.

The Interactive Advertising Bureau (LAB) joined forces with the Institute of Practitioners in Advertising (IPA) in July last year to set up a taskforce to...