IAB Defines Digital Video Ad Metrics

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By: E&P Staff

The Internet Advertising Bureau (IAB) has released new metrics that guide digital video advertising. A group of 145 interactive companies, which form the IAB?s Digital Video Committee, were involved in creating ways to improve the reporting of metrics for ad agencies and marketers.

The object of the new metrics is to standardize definitions of the most commonly used formats focused on linear video ads, linear video interactive ads, non-linear overlay ads, and non-linear, non-overlay ads.

?Digital video is one of the most dynamic and creative areas of interactive advertising,? Randall Rothenberg, president and CEO of the IAB, said in a statement. ?Standardizing the metrics used to evaluate its effectiveness as a tool for engaging consumers is a critical building block for the advancement of this medium.?

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