Industry-standard Web metrics remain controversial subject

03/4/2013 | Adweek

Two years ago, the IAB, the Association of National Advertisers and the 4A's launched a drive to create an industry-standard system of Web ad metrics, but much work remains to be done, this article notes. Little consensus has been reached even on key issues such as how to ensure ads' viewability, experts say. "There's widespread recognition we have a long way to go in creating an industry standard," said Turn exec Joshua Koran, a member of the IAB’s Ad Technology Council.

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