Steve Rubel of MicroPersuasion has an interesting blog post on the Interactive Advertising Bureau's (IAB) latest audience reach measurement guidelines.
According to the IAB, the recommendations established in these guidelines provide the detailed definitions for measurement of audience reach related to internet-based content or advertising.
Rubel's take on the guidelines as they stand today are dated and "do not adequately provide marketers or the
industry the standards we so desperately need to stack programs up
against each other." "Future proof they are not," says Rubel.
Take a look at the full report and see what you think. What more is needed? What standards are you looking for going forward? Do these suffice?
These guidelines are open for public comment until January 20, 2009.
