IAB to Set Click Measurement Guidelines


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.


  1. Here’s an interesting press release:

    Megaglobe Leads the Way Against Click Fraud

    In the wake of talks by new search engine Megaglobe to eliminate the problem of click fraud, rival search engines are finally following suite.

    In January 2006, Megaglobe CEO, Naima Moore, publicly announced the company’s intention to implement tools to detect and eradicate click fraud. Since this time, some of the major search engines have begun to incorporate similar tools into their sponsored listings.

    “We’re glad to see such trends arising because it creates a more cost effective environment for online advertisers, but we’re not convinced that enough is really being done to correct this problem. With the upcoming launch of Megaglobe, advertisers will truly experience what return on investment means. ” says Naima Moore.

    Megaglobe technicians have been working on click fraud detection tools since January 2006. Until recently, this issue has been ignored by other search engines and has cost online advertisers billions of dollars in fraudulent clicks.

    A failure to accurately identify the source of clicks is blamed for the click fraud epidemic, a problem that has mushroomed into a crisis in recent years with sophisticated operations using proxy servers and software to mimic clients’ clicks.

    Defined as the fraudulent practice of clicking into another company’s online advertisement to generate false charges, click fraud is estimated by industry experts to account for up to 30% of all pay-per-click online advertising costs.

    While some search engines have been slow to act against the problem, Megaglobe is leading the way against click fraud with its groundbreaking “click detection” technology, which will be able to recognize unwarranted clicks.

    “Our technology will identify the validity of each click and bill the advertisers accordingly”, says Naima Moore. “Advertisers will then be able to see the number of clicks that they have received from their ads and will only be charged for legitimate clicks.”

    “Megaglobe Ads sponsored listings will be available worldwide in 50 currencies and will accommodate any advertising budget. With a minimum pay-per-click rate of around 0.10 cents USD, we hope to open the door for small, medium and large businesses alike throughout the world.” says Megaglobe’s CEO.

    “Megaglobe will certainly give a voice to those who have been ignored lately,” she said.


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