The Internet Advertising Bureau (IAB) and its Broadband Committee and Measurement Task Force have announced their Broadband Video Commercial Measurement Guidelines today, at the IAB Leadership Forum in New York.
Essentially, the guidelines provide a measurement of the ad itself - when a consumer views the commercial, versus other media that measure the programming or content. It is a step to help streamline the infrastructure of broadband advertising and create standard business practices for this growing advertising platform. Industry analysts believe the new guidelines will provide a new standard of measurement and accountability.
According to IAB's official release, "the guidelines state that 'a valid broadband ad impression may only be counted when an ad counter (logging server) receives and responds to an HTTP request for a tracking asset from a client. The count must happen after the initiation of the stream, post-buffering, as opposed to the linked broadband content itself. Specifically, measurement should not occur when the buffer is initiated, rather measurement should occur when the ad itself begins to appear on the user’s browser, closest to the opportunity to see.' A 'Broadband Video Commercial' is defined as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content."
It is recommended that the new guidelines be implemented upon the next regularly scheduled auditing and certification cycle, for those companies that have already been audited against the current guidelines.