In yet another effort to bring structure and measurement to online advertising, the IAB today announced that it is forming an industry-wide Click Measurement Working Group to create a set of Click Measurement Guidelines. These Guidelines, which will be created in conjunction with the Media Rating Council, aim to provide the detailed definition of a “click” and the standard against which clicks are measured and counted including the identification of invalid clicks and/or fraudulent clicks.
The Click Measurement Guidelines will also outline an industry driven auditing and certification recommendation for any performance-based marketing entity including search engines, ad networks, third party ad servers or any company that values clicks into its media currency. These new IAB Click guidelines follow the recent release of the Broadband Measurement Guidelines.
“Click Measurement is the next phase of the Interactive industry’s groundbreaking Global Measurement Guidelines initiative,” says Greg Stuart CEO of the IAB, in a press statement. “These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency.”
The Click Measurement Working Group is open to all IAB Members, some of which, including Ask.com, Google, LookSmart, Microsoft and Yahoo, have already announced their participation.