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YAHOO! FIRST IN EUROPE TO COMPLY WITH NEW GLOBAL WEB MEASUREMENT STANDARDS VIA ABC ELECTRONIC AUDITS
Yahoo! today announces its properties in the UK, Ireland, France, Germany, Italy and Spain are now compliant with the IAB's global web measurement standards, independently certified by the introduction of regular ABC ELECTRONIC ad serving audits.
The audits will utilise the global measurement metrics that have been developed by ABC ELECTRONIC in partnership with IAB US and other key industry bodies such as the EACE and the EUAA.
This is the first time these global measurement standards have been employed in Europe and it demonstrates the strong commitment by Yahoo! to deliver online accountability.
The audit itself delivers reassurance as to how the media owner measures and reports ad impressions:
- Ensures consistent elimination of non-human activity from counting of ad impressions (what is a person versus spiders and robots)
- Measures the ad impression using client side (browser-based) tracking, as near to the point of delivery of the ad impression to the user
- Ensures consistent cache busting
Further details of the global measurement metrics can be found at www.iab.net.
The announcement comes at a time when advertising spend online is increasing across the globe, with the latest IAB UK figures confirming over £1billion was invested online in the UK in 2005. As budgets increase, so does the demand for accountability of online ad spend.
Blake Chandlee, Commercial Director at Yahoo! UK & Ireland said, "Yahoo!'s new impression counting system raises the standard of media measurement to a level that's undeliverable by any other media and enables our advertisers to accurately measure how many times their ads have been viewed by consumers."
"By partnering with ABC ELECTRONIC, our advertisers can be assured that the measurement metrics we provide are certified to the IAB's global standard of ad impression measurement."
Richard Foan, Managing Director, ABC ELECTRONIC comments:
"The internet is a global medium, and is the only medium that has a global currency with which to trade. Yahoo!'s early adoption of these standards in the US and now across Europe, and ongoing commitment to independent verification, is a clear demonstration of professionalism. And with industry-wide commitment, advertisers across borders now have increased trust in the online properties they're investing in.
"With ongoing increase in budgets, many advertisers may want justification of their advertising spend through independent verification. As the industry matures, media owners without certification stand to lose out."
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For further information, please contact:
Mark Barber / Julia Murray / Phil Borge (ABC ELECTRONIC)
Eulogy!
Tel: +0044 20 7927 9999
Email: abc@eulogy.co.uk
Anouska Jayetileke/ Debi Clay (Yahoo! UK and Ireland)
Cohn & Wolfe
Tel: 00 44 (0) 207 331 5376
About Yahoo!
Yahoo! UK & Ireland is a subsidiary of Yahoo! Inc., the No. 1 Internet brand globally and the most trafficked internet destination worldwide. Yahoo! provides online products and services essential to consumers' lives, and offers a full range of tools and marketing solutions for businesses to connect with internet users around the world. Yahoo! is headquartered in Sunnyvale, California. Yahoo!'s global network operates in 20 countries and is available in 18 languages.
About ABC ELECTRONIC
ABC ELECTRONIC (www.abce.org.uk) was established in 1996 as the industry owned, tri-partite, not for profit organisation, which works on behalf of advertisers, media buyers and media owners to provide third party independent verification and certification for data related to electronic media (Internet, Email, SMS, Interactive TV, WAP, PDA and Streaming audio and video) in the UK and Ireland.
ABC ELECTRONIC's role is to manage standards for the industry through its work with JICWEBS*, and to provide credibility, comparability and transparency for electronic media. This gives advertisers the opportunity to maximise returns on marketing budgets by using ABC ELECTRONIC certified media and ensures that stakeholders (marketers, investors, media owners, media buyers, advertisers) can invest in electronic media with confidence and trust.
ABC ELECTRONIC serves the online media communities in the UK and Ireland, and is leading an international network setting global standards for electronic media. ABC ELECTRONIC delivers global measurement standards for local markets through its work as Chair of the IFABC web standards group. www.ifabc.org
*JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) is a body created by the UK and Ireland media industry. Its purpose is to ensure independent development and ownership of standards for measuring on a site centric, census basis audience reach, frequency and activity levels including the use and effectiveness of advertising on electronic media. www.jicwebs.org. ABC ELECTRONIC supports the work of JICWEBS by delivering audit and certification services for electronic media usage to these industry agreed standards.
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