When clicks count - and when they don’t
When is a click not a click? With the goal of developing a standard definition of what counts as a click – and of getting a handle on click fraud – the Interactive Advertising Bureau says it’s forming an industry-wide Click Measurement Working Group. The group will seek to provide a detailed definition of what constitutes a click, and a standard against which to measure and count them in pay-for-performance advertising programs. The group also will seek to set standards for the identification of invalid and fraudulent clicks.
As part of the effort, the guidelines to be established also will outline an industry-driven auditing and certification recommendation for organizations involved in performance based marketing, such as search engines, ad networks, third-party ad servers and any company that counts clicks as part of the media currency, according to the IAB.
Click measurement is the next phase of the interactive industry’s global measurement guidelines initiative. Those broader guidelines, initially released in 2004, have been recently updated with the release of broadband measurement guidelines.
“These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency,” says Greg Stuart, CEO of the IAB.
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