IAB announces new click measurement guide

Marketers now have at their disposal a "standard for consistently and reliably measuring their performance-based marketing efforts", according to Interactive Advertising Bureau (IAB).

This is because the Click Measurement Guidelines have been released - a document that aims to establish the parameters for accurate transactions involving cost-per-click ads.

It is hoped that buyers and sellers using the new guidelines will be confident that only legitimate clicks are counted, as the framework has been designed to filter fraudulent clicks.

The guidelines "demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency", claimed Sherrill Mane, senior vice president of the IAB's industry services.

Ensuring the advertising sector agrees on precise definition and measurement of clicks is "critical" to the industry, she added.

Earlier this week, the IAB announced the launch of a taskforce to tackle two of the ad industry's so-called biggest issues - data ownership and media contracts between buyers and sellers of interactive advertising.