Nothing But Net

IThome上週有則新聞 "Yahoo！推出廣告測量系統 " 提到：

根據美國互動廣告局（IAB）指出，包括Weather.com、Univision與CNET等新聞網站，都表示將採用這項網路廣告測量系統。

最後一句話有誤。CNET等網站並沒有要採用Yahoo!的廣告測量"系統"，而是會採用IAB的網路廣告測量"標準"，Yahoo!的廣告系統也是依據此標準而生的。可參考CNET的原文：Yahoo ushers in new ad tracking system：

Weather.com, Univision and CNET Networks, publisher of News.com, are also in "full compliance" with the new measurement guidelines, an IAB press release said.

IAB對此廣告測量標準有一說明，並附有guideline連結：

This is the first time that any advertising medium has developed a measurement standard that measures the ad itself, as delivered to a consumer, versus other media that measure the programming or content.

比較白話的說明，得參考CNET的 "Online-ad industry grows up"：

The new ad-measurement standards require that online publishers and advertisers count an "impression" or ad when it reaches the Web page, as opposed to counting it when it leaves the ad server--a rule favorable to advertisers and their agencies. The standard also clears up inconsistencies in counting practices--for example, agencies that count ads based on server logs even if the Web page didn't load the impression.