Resolving ad-count discrepancies: Slow progress toward a standard

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMedia Vitals, 4/15/11

Two years after releasing functional requirements that define a standard method for resolving ad-count discrepancies between publishers and third-party ad servers, the Interactive Advertising Bureau has yet to finalize the standard – an indication, perhaps, of the intractable nature of the challenge.

The IAB’s Impression Exchange Standard was conceived as a way to improve the way buyers and sellers identify and resolve discrepancies in ad counts The discrepancies between publisher systems and third-party ad servers frequently lead to disputes over campaign pricing, and are so commonplace that publishers and media buyers often dedicate staff to reconciling billing differences.

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