IAB's new audience reach measurement guidelines

The Interactive Advertising Bureau released its audience reach measurement guidelines, providing definitions for measurement of audience reach related to Internet-based content or advertising, including appropriate controls, filtration procedures and disclosures associated with this measurement and setting standards for measuring audiences regardless of methodology. The new IAB Audience Reach Measurement Guidelines are currently in public comment period until January 20, 2009. More information and feedback forms for publishers, marketers, agencies and technology vendors are available on the link above.