hree organizations (two as partners) are working concurrently to develop standards for web measurement. The issues that these organizations are addressing include consistency in standards of reporting and measurement.
CASIE (Coalition for Advertising Supported Information and Entertainment) and the AAAA (American Association of Advertising Agencies) are working on standardization issues. According to Mike Donohue, senior VP at AAAA, "Our mission is to make the world of new media safe for advertising." CASIE has published a document called Guiding Principles of Interactive Media Audience Measurement that outlines the guidelines for quality audience measurement.
For more information, e-mail aaaaprl@aol.com.
IAB (Internet Advertising Bureau) formed in 1996 "to promote the use and effectiveness of online advertising." Follow this link for more information about the projects of the IAB.
For more information, e-mail iab@edelman.com.
One of the issues that demands attention is the use of third party audits to check for misrepresentation. An audit differs from measurement in that it is performed after measurement for the purpose of checking the data. The Internet is currently faced with competing measurement solutions and multiple audit providers. In addition, unlike other forms of media, one of the major measurement services is also an audit provider. The table below maps the measurement and audit providers in the media industry.
| Medium | Measurement Provider | Audit Provider |
|---|---|---|
| Television | Nielsen | EMRC (Electronic Media Research Council) |
| Radio | Arbitron | EMRC |
| Magazines | MRI, Simmons | ABC, BPA International |
| Internet | I/PRO, NetCount, BackOffice, Accrue, Accipiter | I/PRO, Audit Bureau of Verification Services (subsidiary of ABC), BPA International |
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