The Internet Advertising Bureau (IAB) is seeking feedback from the public on guidelines for rich online application ad measurement.

In news that will affect businesses in online marketing and media as well as ad-serving organisations, the IAB is looking to formalise best practice and examine at what point ad impressions are counted in rich online application environments, DM News reports.

For example, the IAB’s guidelines read: "In instances where significant user activity (click through and responding to mail and changing search options through clicking or typing, etc.) is present, this activity can be directly tied to ad-serving and counting provided that counting rules are defined in a consistent and fully-disclosed manner."

As new technologies such as AJAX and JSON appear on the market, the IAB believes it is critical to internet marketing to standardise such rules.

Meanwhile, internet audience measurement services comScore and Nielsen/NetRatings have responded to the IAB’s call for external audits of their processes by admitting they have taken initial steps to make these happen, BtoB reports.

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