This is a guest-post from Olesya Zinovieva, you can follow her on Twitter at @olesya_zinovief
Main advantage of Online Advertising before traditional media is its ability to measure the users’ response and provide transparent reports for both advertisers and publishers. Having technology as the strongest benefit of online media ad networks often fails to deliver accurate reports due to discrepancy issues in ad measuring and tracking.
To solve this problem in 2003 a global consortium of leading bodies within the advertising agency, advertiser, media and research disciplines started the process of development of both the US and Global Guidelines. These guidelines were created to address long-standing marketer and agency concerns about the need for a standardized method of measuring Interactive advertising and a certification of those counts. Headed by IAB, other industry groups like AAAA, the ANA, the ARF, MRC, and others have all played an integral role in creation, adoption and further implementation of these Guidelines, which are constantly being updated along the technology progress and online media growth.
“All of the guidelines offer a detailed definition for counting an online ad impression, the primary currency of the Interactive medium, which is a critical component in establishing consistent and accurate online advertising measurements across publishers and ad serving technologies in the US and around the world. The guidelines address long-standing marketer and agency concerns about the need for a standardized method of measuring Interactive advertising. By simplifying the buying and selling process for advertisers, marketers and publishers, these guidelines are intended to hasten the growth of Internet advertising spending.” (http://www.iab.net).
With the growth of number of ad networks today it has become a necessity be certified compliant with the guidelines in serving and measuring ads. Other essential requirements may also include disaster recovery system, behavioral/activity-based filtering and the reporting of the time at which data is considered final, as well as publisher support system. Standardizing ad serving and ad tracking systems indeed makes it easier for advertisers, agencies and publishers to provide transparency to the performance of their campaigns, which in its turn hastens their selling process as well as the growth of Internet advertising spending as a whole.
Which ad-networks are compliant with IAB guidelines?
Here are some of them: 24/7 Real Media, AOL, Atlas Media Console, Burst Media’s AdConductor, CNET Networks, DoubleClick, Eyeblaster, Forbes.com, Google, Mediaplex, Microsoft, Turner Digital Media Technologies, Walt Disney Internet Group, Yahoo!, OpenX x, etc.
How about Asian Ad-Networks?
Being one of the biggest ad networks in Asia, Innity is preparing for the BPA Worldwide ad server system certification. BPA Worldwide’s ad serving system complies with all Interactive Advertising Bureau (IAB) guidelines and provides additional systems verification that goes above and beyond the IAB requirements.
Most of ad-networks mentioned above operate worldwide but they do not fully cover Asia, which actually comprises the biggest Internet population of the world and yet has a huge potential as at present it includes only 18.5% of the total Asia population. According to Internet World Stats out of 6.8 billion world population 1.7 billion are already Internet users, which indicates 362.3 % growth from 2000 to 2009.
At the same time out of 3.8 billion of ASIA population 704.2 million people are already Internet users and it shows 516.1 % Internet usage growth over the same period. Though number of ad networks in Asia is still much lower than in the US or Europe it is growing rapidly and there is a strong demand for accuracy and transparency of ad serving and counting mechanisms. Besides promoting credibility of the ad serving and tracking system within the market, third party certification also gives a greater confidence to advertiser and publisher clients in the reporting data provided by ad networks.
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