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Online Video Ad Measurement Guidelines

The IAB, in conjunction with its Broadband Committee and Measurement Task Force, announced final Broadband Video Commercial Measurement Guidelines at the IAB Leadership Forum: Broadband & Beyond in New York.

These measurement guidelines determine at what point a broadband video commercial is counted and address on-line browser or browser-equivalent based Internet activity that involves streaming video and audio advertising content and are principally applicable to Interactive media companies and ad-serving organizations. Once again, this measurement standard measures the ad itself, at the point where a consumer views the commercial, versus other media that measure the programming or content.

By issuing this set of measurement guidelines in the early stages of this burgeoning platform, the Interactive media industry has taken a proactive step in helping to streamline the development of infrastructure and business practice. The broadband guidelines were completed after an industry-wide thirty-day public comment period.

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.

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