The Interactive Advertising Bureau Announces Two Important Industry Milestones.

Releases Guidelines on Rich Internet Application Ad Impression Measurement and Current-State Report on Video Game Advertising

NEW YORK -- The Interactive Advertising Bureau (IAB) today announced the release of two important industry milestones: 1) The final guidelines for ad impression measurement in Rich Internet Application (RIA) environments and 2) The "Game Advertising Platform Status Report", the first in a series of papers focused 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, SVP and General Manager of the IAB. "Both RIA and Games environments offer advertisers effective opportunities to reach their consumers, and offer consumers richer more engaging interactive experiences."

1. RICH INTERNET APPLICATION AD MEASUREMENT GUIDELINES:

The Rich Internet Application Ad Measurement Guidelines determine at what point an ad impression is counted in rich internet application environments built with technologies such as AJAX and JSON. These guidelines specifically address online browser or browser-equivalent based Internet activity, where page content changes and ad serving are no longer linked. The guidelines are applicable to Internet media companies and ad-serving organizations.

These guidelines supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. For companies that have already been audited and accredited against the current guidelines, the IAB recommends the Rich Internet Application Ad Measurement Guidelines be included in the next annual auditing and certification cycle. These Rich Internet Application guidelines are intended to be supplemental to the auditing and certification process. For a list of companies that have already been certified or have committed to a "certified-by" date, please visit www.iab.net/standards/measurement.asp.

"We support the IAB's continuing efforts to create guidelines that can become lingua franca," said Mike Donahue of the AAAA. "These guidelines have been reviewed and endorsed by the AAAA's Digital Marketing Committee."

In an effort to 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. All members of the industry are invited to attend. To register for the webinar, and to download the guidelines, please visit http://www.iab.net/standards/RIA.2007-10-09.aspx.

2. VIDEO GAMES INTERACTIVE ADVERTISING PLATFORM STATUS REPORT:

"The Video Game Interactive Advertising Platform Status Report" provides a detailed overview of the current state of advertising in and around video games. Developed by the IAB Games Committee, the report outlines the myriad opportunities for advertisers to reach and engage consumers in the highly immersive environment of video games. To showcase the variety of games, advertising formats and insights for successful campaigns the Committee will host a seminar for agencies and marketers on November 6 in New York City, For more information on the seminar, or to download the complete report, please visit http://www.iab.net/standards/games.aspx.

"The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive," said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. "This report educates the industry on how to best leverage this fast-growing platform."

About the IAB Games Committee:

The IAB Games Committee works to support and expand the use of marketing in conjunction with video games by agencies and marketers. The committee will recommend solutions, standards and educational tools as needed and will deliver these objectives through industry research, case studies and/or stakeholder education.

Games Committee Member Companies:

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About the IAB:

Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 300 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry about interactive advertising.