Yesterday, the NYC-HQ’d Interactive Advertising Bureau released what it termed two ‘important industry milestones.’ One is the ‘Final Guidelines for Ad Impression Measurement in Rich Internet Application (RIA) Environments.’ The other is the ‘Game Advertising Platform Status Report’ – the first in a series of papers focusing on the current state of emerging and existing platforms within the interactive advertising industry.

‘With the release of these two critical industry documents, the IAB continues to drive the growth of interactive advertising,’ said Sheryl Draizen, IAB’s SVP/GM. ‘Both RIA and games environments offer advertisers effective opportunities to reach their consumers, and offer consumers richer, more engaging interactive experiences.’

To help educate the industry on the use of these guidelines, the IAB RIA Ad Measurement Working Group will host a webinar – including participation from the Media Rating Council – to review and explain key components of the guidelines on Friday, October 19, at 12 noon EST. To register for the webinar, and to download the guidelines, visit www.iab.net/standards/RIA.2007-10-09.aspx.