In a continued effort to lend efficiency to the online ad creation and media buying communities and to foster an environment of open dialogue on outstanding issues and concerns, the IAB’s Measurement Council is in the process of creating a set of Rich Internet Application Ad Measurement Guidelines.

The draft guidelines were released for a 30-day public comment period beginning on May 7, 2007. These guidelines have also been reviewed by the AAAA's Digital Marketing Committee and are in review by the ANA's Emerging Technology Committee. A review of the submitted feedback by the working group is scheduled for Thursday, July 12th after which the guidelines will be finalized and released.

Specifically, these newly developed guidelines address on-line browser or browser-equivalent based Internet activity where page content changes and ad serving are no longer linked. The Guidelines are principally applicable to Internet media companies and ad-serving organizations.

The interactive industry recognizes the importance of delivering a standardized set of measurement guidelines as soon as possible so that infrastructure development and business practices are informed at the earliest stage.

AMC On-line Media Services (AMC OMS) participates in the discussion forums surrounding this standard and will be fine tuning the appropriate programs as the standard is published.