05:54 PM

Yahoo Launches Measurement, Reporting Platform For Online Ads

The system counts and reports the ad impression only after it has been displayed on the page.

Yahoo Inc. on Monday launched a standards-based measurement and reporting platform that's expected to provide a better accounting of the performance of online graphical advertising.

The new system is expected to add assurance that ads are being delivered to users' browsers and reporting errors are minimized, officials with the Sunnyvale, Calif., company said. The counting technology in the system only counts and reports the ad impression after it has been displayed on the page.

The platform is currently available in the United States, and is scheduled to be deployed across Yahoo's global network in early 2006.

The new system is one of the first to implement a new impression-measurement standard developed under the Interactive Advertising Bureau's Global Internet Ad Impression Measurement task force, Yahoo officials said.

"We believe Yahoo's new platform raises the bar significantly for media measurement by employing a standard that is not available in any other media -- to measure even more accurately if an advertisement has been viewed by a consumer," said Todd Teresi, vice president of operations at Yahoo, and chair of the IAB task force on audience measurement guidelines.

In other news, Yahoo Search Marketing, a wholly owned subsidiary of Yahoo, said it has signed agreements that lets advertisers elect to share data in Yahoo's databases with web-analytic providers Coremetrics, Omniture, WebTrends and WebSideStory.

The providers can access the data through Yahoo's search-marketing application programming interfaces, or APIs. Providing the information is expected to enhance the portal's capabilities to optimize advertisers' campaigns and reduce click fraud.

In addition, the web-analytic providers will get direct access to Yahoo's search-marketing campaign data to provide better campaign reports to advertiser clients.

Yahoo intends to extend the same data access to other firms in the future.

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