On the pulse of measurement and accountability in advertising, Yahoo! has announced a new measurement and reporting platform that measures online advertising. The platform, now available in the U.S. with a global roll-out slated for early 2006, counts and reports ad impressions after the ad has been displayed on the page. Yahoo!’s measurement platform was certified by media ratings auditor Media Ratings Council (MRC). Earlier this year, the Internet services company acted as chair of the Interactive Advertising Bureau’s (IAB) Global Internet Ad Impression Measurement task force. The IAB is the first organization to create a global measurement standard accepted by online ad industry stakeholders in the U.S., Europe, Asia and Latin America. The standard measures the ad itself as delivered to a user whereas other media measures the content where the ad is placed.
