Wednesday, April 16, 2008

Pre-Rolling Out Video Ad Standards

The Internet Advertising Bureau has been busy creating new standards for video ads and measurement. Earlier this month the group released a draft of Digital Video Ad Format Guidelines, a necessary step to organizing the countless proprietary video ad units.

The first company has been certified to comply with IAB's Ad Impression Measurement Guidelines, giving the standard some teeth. Video advertising technology company Eyeblaster was audited by the Media Rating Council (MRC), the first company to pass on rich media measurement and guidelines.

The IAB is doing its part in coming up with a variety of voluntary standards to encourage companies to adopt common best practices.

Because rich media publishers will charge higher CPMs, the onus is on the industry to verify their worth. Verifying that ads were viewed as part of the video stream and measuring the time viewed is more complex than your basic CPC tracking, so standardization in how views are defined and measured is a positive.

Posted By John Gartner at 09:51 AM
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