Yahoo! Joins IAB Click Measurement Working Group

Today, the Interactive Advertising Bureau (IAB) announced that it is forming an industry-wide Click Measurement Working Group to create a set of Click Measurement Guidelines. The guidelines, which are a joint effort with the Media Rating Council (MRC), will provide the detailed definition of a "click" and the standard against which clicks are measured and counted. Yahoo! is very pleased to be one of the first confirmed members of this working group.

What does this mean for Yahoo!'s advertisers? It means that the IAB and the MRC - two of the most respected organizations in media and interactive advertising - are stepping up to ensure that marketers of all sizes are provided the highest possible level of transparency around pay-per-click advertising. It also means that search advertising providers will have a common set of agreed-upon industry standards by which to identify invalid clicks and/or fraudulent clicks.

Yahoo! applauds the IAB for extending its expertise in global measurement to search advertising. We and many of our customers have long believed that establishing industry-wide guidelines will be a game-changing step in measuring and fighting click fraud, and we look forward working with other participating companies to help move this initiative forward.

John Slade, Sr. Director, Yahoo! Clickthrough Protection

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