IAB Begins Process of Defining Clicks

  |  August 3, 2006   |  Comments

A working group is being created to define what a click is and isn't, for purposes of performance-based advertising.

Two ad industry groups are stepping up with several performance-based marketing providers to define how a "click" should be measured, and when it should be considered fraudulent.

The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) are jointly forming an industry-wide Click Measurement Working Group to create a set of Click Measurement Guidelines. They have already been joined by Google, Yahoo, Microsoft, Ask.com and LookSmart, and have extended an invitation to all IAB members.

The working group will attempt to establish a definition of a "click" as it is measured for purposes of performance-based marketing by search engines, ad networks, third-party ad servers, and others. The group will also outline a recommendation for a third-party auditing and certification plan that marketers would be able to employ to measure their own campaigns against.

The issue of invalid clicks, where advertisers are being billed for clicks that were unintentional or were purposeful click fraud, has been growing along with pay-per-click marketing. Click fraud issues have been most prominent in search marketing, with Yahoo and Google being targeted by several recent lawsuits, the last of which was settled last month.

While search engines have been working on their side to eliminate invalid clicks, it is also necessary for the issue to be addressed from the advertiser side by the industry, according to Shuman Ghosemajumder, business product manager for trust and safety at Google.

"We've been trying to tell advertisers more and show them more about invalid clicks. We also think there is more the industry as a whole can do to promote transparency on the issue, which is why we're participating in the Industry-wide Click Measurement Working Group," Ghosemajumder wrote on Google's Inside AdWords blog.

The guidelines are part of the broader Global Ad Impression Guidelines published in November 2004 by the IAB, MRC, and other industry groups. Earlier this year, the IAB published its Broadband Measurement Guidelines under the same program.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...