MRC Statement on the Applicability of the IAB Audience Reach Measurement Guidelines

 

In early 2009 the Interactive Advertising Bureau (IAB) finalized its Guidelines on Audience Reach Measurement.  Similar to other previously issued IAB measurement guidelines (Impressions, Rich Media, etc.), the MRC assisted IAB with the creation of the IAB Audience Reach Guidelines, with cooperation of IAB members and the IAB staff, to ensure buyer/seller neutrality and appropriate measurement rigor.  The IAB Audience Reach Guidelines were designed to be applied to syndicated measurers of Internet audience reach (such as comScore Media Metrix, Nielsen Online and Quantcast for example) as well as other audience reach measurers such as individual web-sites or measurement/analytics vendors used by web-sites.  Adoption of these guidelines is a voluntary process.

The IAB Audience Reach Guidelines were designed to be applicable to measurers with panel measurement orientations, census measurement orientations and varying hybrid approaches to audience reach measurement which are all recognized therein and potentially able to be validated through the MRC audit process, using the MRC Minimum Standards for Media Rating Research and the IAB Audience Reach Guidelines in combination.  The MRC uses a similar approach in its accreditation process for Internet ad serving organizations that measure ad impressions (using a combination of the MRC Minimum Standards and the IAB Impression Measurement Guidelines).

Although no Audience Reach measurement organizations are as of yet MRC accredited under the combination of the MRC Minimum Standards and the IAB Audience Reach Guidelines, there are several audits in process at this time.

See below for a summary of IAB Audience Reach Measurement Guidelines: