IAB: Digital Video Ad Impression Measurement Guidelines.

The Interactive Advertising Bureau (IAB) announced an update to the “Digital Video Ad Impression Measurement Guidelines” that addresses an increasingly common occurrence–digital video content and ads that play automatically when a webpage loads. The first part of a broader auto-play initiative by the IAB’s Digital Video Committee and the Media Rating Council (MRC), these revised guidelines address both measurement and disclosure and establish the latest parameters for the accurate counting of digital video ad impressions.

An auto-play video ad is defined as “a video ad or a video ad linked with video content that initiates ‘play’ without user interaction or without a user actively starting the video.” The revised Guidelines will now:

* Require companies that have obtained certification against the IAB guidelines to disclose the presence of auto-play ads and their parameters, such as frequency settings, site location, initiation environment (for example, upon first arrival on a home page) and the type of video ads involved.

* Not require web sites to disclose the presence of auto-play if users have a reasonable expectation that they are entering a video environment.

“The IAB’s measurement efforts over the past seven years have been focused on ensuring the continued high level of accountability the industry expects from interactive advertising,” said Jeremy Fain, vice president of Industry Services at the IAB. “Digital video advertising is growing exponentially and the transparency this update brings will enable that growth to continue.”

“Auto-play content and ads are a material part of the ecosystem and the IAB and the MRC want the marketplace to be clear on how they are used,” said George Ivie, Executive Director and CEO of the MRC. “This update will allow buyers to make informed decisions on how their digital video ad impressions are being presented.”

This update to the “Digital Video Ad Impression Guidelines” complements IAB guidelines for general ad impressions, rich media, click, and audience reach measurement.

The updated Guidelines will be effective for all certification audits beginning January 2010.

To download guidelines CLICK on link below:
http://www.iab.net/media/file/dig_vid_imp_meas_guidelines_final.pdf>