NONE: Re: ONLINE-ADS>> Limit difference in Third Party Serving?
Re: ONLINE-ADS>> Limit difference in Third Party Serving?
David Zinman (dzinman_at_adknowledge.com)
Sat, 19 Sep 1998 14:22:05 -0500 (CDT)
George Williams <georgew_at_mailhost.onramp.net> wrote:
> David Zinman has posted to this thread on behalf of
> AdKnowledge. To his credit, AdKnowledge and Double Click
> have been working together on the standardization issue (is
> this right Dave, or have I been misinformed?). I applaud
> these two influential parties for banding together, but I
> wonder if it's enough. We need to get them together with
> high level representatives from Matchlogic, NetGravity, Ad
> Force, and Imgis. I propose a keg party in my backyard where
> we can all get together and hammer out our differences.
> email me for details.
Thanks, George, I'm always up for a party! Actually, there is a lot of
work afoot these days on the road to standardization. Here is a quick
summary of some of the efforts that I'm aware of:
(1) FastForward: this group was formed during the preparation for the
FAST Summit, sponsored by P&G. They have a very tight deadline for
producing some recommendations on standards and other issues. The
committee addressing measurement, headed up by Jim Spaeth of the ARF, is
addressing many of the issues brought up in this thread.
(2) IAB: Ah, the IAB. This organization did excellent work on creating
standards for banner sizes, but has not been as successful with other
standards efforts since. The Industry Standards and Practices Committee
has on it's plate to address these issues as well. The IAB is a group
formed by web publishers, so it often begins with their perspective.
(3) ARF Ad-Centric Measurement Committee: This is a new committee
chaired by Craig Gugel of Organic. Craig is a veteran of the agency biz,
and a media research expert. One of it's efforts is to address
standardization for third party ad serving.
To net this all out, I believe that there are well-intentioned efforts
underway to agree on some standards for measurement, third party ad
serving, and other issues. These efforts will not change things
overnight, however, so the industry needs to have a reasonable
perspective. Let's face it, web advertising is only 3 years old. It took
other media decades to agree on the standards that we will probably
adopt in Year 4 of Web Media. Although there is much work to be done,
everyone in the industry should be proud of what has already been
accomplished in such a short time.
DEZ
**********
* David Zinman, Founder, Dir of Product Mgmt
* AdKnowledge, Inc.
* 2191 East Bayshore Rd., Palo Alto, CA 94303
* Phone: (650) 842-6508 / Fax: (650) 842-0665
* mailto:dzinman_at_adknowledge.com
* http://www.adknowledge.com
*
* AdKnowledge. We make web advertising work.
**********
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