IAB Issues Broadband Video Commercial Measurement Guidelines

Mar 24, 2006

The IAB, in conjunction with its Broadband Committee and Measurement Task Force, has announced a call for "public comment" on a set of Broadband Video Commercial Measurement Guidelines. These guidelines will determine at what point a broadband video commercial is counted. Specifically they address on-line browser or browser-equivalent based Internet activity that involves streaming video and audio advertising content and are principally applicable to Internet media companies and ad-serving organizations.

The industry (advertising agencies, marketers, online publishers and technology vendors) is encouraged to submit comments on the IAB site. The comment period will last for thirty days. Following a review of the feedback, the guidelines will become final. The guidelines state that "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 count must happen after the initiation of the stream, post-buffering, as opposed to the linked broadband content itself. Specifically, 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." A "Broadband Video Commercial" is defined as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.

These Guidelines are intended to further supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. Planners and buyers can use these Guidelines to assist in determining the quality of broadband measurements.