Chalk one up for truth in advertising (sales)

The Interactive Advertising Bureau (IAB) yanked the wizard’s curtain wide open Monday when it announced new guidelines for counting ad impressions in broadband streams. Here’s the key paragraph from an article in Online Media Daily:

“A valid broadband ad impression may only be counted when an ad counter (logging server) receives and responds to an HTTP request for a tracking asset from a client,” the new guideline states. That means measurement should not occur when the buffer is initiated; rather, “measurement should occur when the ad itself begins to appear on the user’s browser, closest to the opportunity to see.”
This will hasten the move to Flash players for news clip streaming, because buffering time is a major turn-off for users. With this guideline, advertisers will be expecting counts on only those ads that played. Darn it! A guy just can’t BUY any blue smoke and mirrors with this internet thing. The yellow brick road of broadcast sales is fading in the distance, and there is weeping and gnashing of teeth.

(Via Lost Remote)

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