Atlas: First Third-Party Ad Server to Achieve Online Ad Measurement Certification; Media Rating Council Accreditation Awarded for Compliance with IAB Standard.SEATTLE -- Atlas today announced it is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC See Maximum return criterion. ). Atlas, a provider of digital marketing technologies and expertise, is an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of aQuantive, Inc. (Nasdaq:AQNT). MRC accreditation certifies that Atlas technology adheres to the marketing-industry standard for counting interactive advertising impressions and that its processes supporting this technology are accurate. "As a leader in third-party ad serving, Atlas is committed to fostering much-needed industry-wide consistency in measuring interactive advertising," said Atlas President Karl Siebrecht. "Completing the auditing process and achieving MRC accreditation is an important, necessary step toward a universal measurement system vital to the successful, long-term growth and maturity of the interactive advertising industry. This is the most recent example of how Atlas continues to be committed to leading the industry in delivering meaningful solutions in managing and tracking interactive marketing," Siebrecht added. The ad impression measurement guidelines were developed by the Interactive Advertising Bureau (IAB (1) See Internet Architecture Board. (2) (Interactive Advertising Bureau, New York, www.iab.net) An industry association founded in 1996 to set standards and guidelines for interactive advertising and marketing. ) in conjunction with its members and representatives from the major online publishers and ad serving organizations around the world. Published in November 2004, the guidelines address long-standing marketer and agency concerns about the need for a standardized method of measuring interactive advertising impressions. "The IAB applauds Atlas' leadership in completing this important initiative," said Interactive Advertising Bureau CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Greg Stuart. "Their investment in time, effort and resources towards compliance with the IAB standard demonstrates a real commitment that interactive will be the most accountable mainstream medium and indicates a continued maturing of the industry." The online advertising measurement initiative marks the first time any advertising medium has developed a measurement standard that measures the ad itself, as delivered to a consumer -- versus other media (such as television, radio and magazines) that measure the programming or content. Interactive is also the first medium to launch a "global" measurement standard that has been accepted by the key industry stakeholder stakeholder n. a person having in his/her possession (holding) money or property in which he/she has no interest, right or title, awaiting the outcome of a dispute between two or more claimants to the money or property. organizations in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. , Europe, Asia and Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. . Other media use different measuring techniques depending on the country and region. These firsts have been considered major strategic advantages for the interactive medium. To merit MRC accreditation, Atlas: --adheres to the MRC's Minimum Standards for Media Rating Research and the Interactive Advertising Bureau's (IAB) Ad Impression Counting and Auditing Guidelines; --provides full and complete information to the MRC regarding all details of its operation; --conducts its processing and reporting substantially in accordance with representations to its clients and the MRC; and --submits to, and pays the cost of, thorough annual audits of its procedures by CPA (Computer Press Association, Landing, NJ) An earlier membership organization founded in 1983 that promoted excellence in computer journalism. Its annual awards honored outstanding examples in print, broadcast and electronic media. The CPA disbanded in 2000. firms engaged by the MRC. The IAB measurement guidelines offer a detailed definition for counting an online ad impression, the primary currency of the medium, which is a critical component in establishing consistent and accurate online advertising measurements across publishers and ad serving technologies in the US and around the world. The U.S. guidelines also include an industry-driven third-party auditing and certification recommendation. The guidelines are available at www.iab.net/measurement. In November 2004, the IAB published Global Internet Ad Impression Measurement Guidelines to address long-standing marketer and agency concerns about the need for a standardized method of measuring interactive advertising. In August 2005, the IAB announced that member companies with a proprietary ad-serving technology were on track to achieve wide implementation of the Global Internet Ad Impression Measurement Guidelines. More information on the guidelines is available at http://www.iab.net/standards/measurement.asp. About MRC The Media Rating Council (MRC) is a nonprofit industry association whose members consist of the blue chip companies of our industry, including television and radio broadcasters, cablecasters, print organizations, advertisers, Internet organizations Internet organizations, or organizations that play a key role in the evolution of the Internet by developing recommendations or standards and addressing major issues include:
(2) To verify (guarantee) that data has not been altered. and illuminate their procedures. The membership evaluates these audits and the MRC Board grants Accreditation if deemed warranted. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of Research in the marketplace. Further information about MRC's accreditation and auditing procedures can be obtained from: http://www.mrc.htsp.com/ or Executive Director, Media Rating Council, Inc., 370 Lexington Avenue, Suite 902, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , NY 10017. About IAB Founded in 1996, the Interactive Advertising Bureau (IAB) represents leading interactive companies that are actively engaged in, and support, the sale of interactive advertising. IAB boasts over 250 members that are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit www.iab.net. About Atlas Atlas (www.AtlasSolutions.com) offers agencies and marketers technology solutions for online campaign management, rich media, search marketing, landing page optimization Landing page optimization (LPO, also known as webpages optimization) is the process of improving a visitor's perception of a website by optimizing its content and appearance in order to make them more appealing to the target audiences, as measured by target goals such as conversion , reporting, and analysis to maximize their online Return on Investment (ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). ), and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas delivers the industry's most complete service and support, serving clients from offices in Seattle, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , New York, Denver, and London. Atlas, a member of the Network Advertising Initiative (NAI See Network Associates. ), adheres to the NAI privacy principles that have been applauded by the FTC FTC See Federal Trade Commission (FTC). , and is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC). |
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