Business Services Industry
Industry groups join to set standards for Web metrics; Partners push firms to adopt uniform rules.(Brief Article)
B to B, June, 2001 by Maddox, Kate
In an effort to resolve audience measurement issues facing online advertisers, the Internet Measurement Initiative has joined forces with the 65-year-old Advertising Research Foundation.
The partnership, announced last week, is the latest move by advertising trade groups to solve thorny measurement problems that have plagued the industry since the Web gained momentum as an advertising vehicle in the mid-90s.
Other trade groups, including the Interactive Advertising Bureau, the American Association of Advertising Agencies, the Wireless Advertising Association and the now-defunct Future of Advertising Stakeholders, have attempted to set guidelines for online audience measurement. Advertisers want standardized methods to count audiences on Web sites and...
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