Interactive Audience Measurement and
Advertising Campaign Reporting and Audit Guidelines
September 2004, Version 6.0b
Consistent and accurate measurement of Internet advertising is critical for acceptance of the
Internet and is an important factor in the growth of Internet advertising spending.
This document establishes a detailed definition for ad-impressions, which is a critical component
of Internet measurement and provides certain guidelines for Internet advertising sellers (herein
referred to as “media companies” or “sites”) and ad serving organizations (including third-party ad
servers and organizations that serve their own ads) for establishing consistent and accurate meas-
The definitions included in this document and the applicable project efforts resulted from requests
from the American Association of Advertising Agencies (AAAA) and other members of the buying
community, who asked for establishment of consistent counting methods and definitions and for
improvement in overall counting accuracy. The definitions and guidelines contained in this docu-
ment originated from a two-phase project led by the Interactive Advertising Bureau (IAB) and facili-
tated by the Media Rating Council (MRC), with the participation of the Advertising Research
Foundation (ARF), as a result of these requests. Phase 1 was conducted from May through
December 2001, and Phase 2, which resulted in the current Version 2.0, was conducted during
2003 and 2004. Both phases are described in more detail below.
FAST Definitions (dated September 3, 1999; FAST was an organization formed by Procter &
Gamble and the media industry to address Internet measurement issues several years ago which
is no longer active) were considered in preparation of this document. The original FAST language
was maintained wherever possible.
Definitions of terms used in this document can be found in the IAB’s Glossary of Interactive Terms.
The IAB’s Ad Campaign Measurement Project
In May 2001 the IAB initiated