IAB Members Near Measurement Compliance; Yahoo Bows Own Platform

The quest for better online ad measurement continues: The Interactive Advertising Bureau (IAB) has said that member companies with proprietary ad serving platforms are on track to comply with impression measurement guidelines the group formed late last year. Simultaneously, Yahoo said it has implemented a new ad measurement and reporting platform intended to bring its own ad reporting practices into line with those guidelines.

CNET, Univision, Weather.com and Yahoo have all completed their compliance with the guidelines, according to the association.

Simultaneously, Yahoo has developed an ad impression measurement platform of its own: it will now only count and report ad impressions actually seen by users.

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