By: Staff reports
Advertising Standards Alliance Created
Online advertising companies yesterday announced the formation of the Advertising Standards Alliance (ASA) and the industry trade group’s first initiative – a new ad measurement standard.
ASA created the standard to provide advertisers and publishers with consistent measurement of an ad’s reach and unique visitors. The measurement standard, to be implemented by all ASA members in the next six months, defines both the group that sold the ad and the group that served the ad.
Third-party companies including Media Metrix and Nielsen NetRatings have offered their support of the new standard.
Initial membership of ASA includes: 24/7 Media, AdForce, Adsmart, BURST! Media, DoubleClick, Engage, Flycast Communications, Microsoft bCentral, Real Media, Sabela Media, SmartAge.com, Teknosurf.com, and ValueClick.
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