IAB Publishes Draft Audience Reach Measurement Guidelines

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.

IAB has published Audience Reach Measurement Guidelines and seeks comments through Jan. 20.

The recommendations established in the guidelines provide detailed definitions for measurement of Audience Reach related to Internet-based content or advertising (also herein referred to as “unique” measurements), including appropriate controls, filtration procedures and disclosures associated with this measurement. Also included in the guidelines is guidance for Visits and Time Spent. These guidelines are intended to cover on-line browser or browser-equivalent based Internet activity.

These guidelines offer good ideas for anyone seeking to measure the reach of online efforts.