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IAB Announces Rich Media Advertising Guidelines

Posted on 11.12.2007
The Interactive Advertising Bureau (IAB) has announced a set of guidelines for rich media ad impressions and is asking for public review and opinion before making them official.

To begin, IAB defines rich media advertising as, " ... advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript and DHTML."

The seven pages of proposed guidelines are similar to existing ones covering general ad impressions and digital video commercials. They include Definitions of ad types (transitional, fourth-party ad server, rich media provider, rich media vendor and third-party ad server), Acceptable Counting Methods, Filtration Guidelines (including separating non-human from human activity), Caching Guidelines, Auditing Guidlines (encouraging third-party independent auditing for both counting methods and processing/controls) and Disclosure Guidance.

Check out the proposed guidelines and submit your feedback at the IAB website.
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