Hey all you websites that take our advertising money and in return, claim to deliver a gazillion impressions — the free ride may be over. A number of leading online advertisers — including Colgate-Palmolive, Ford, Pepsi, Visa, HP and more — have united in the proclamation that very soon, they'll only advertise on internet sites where ad-impression counts are audited by a third party (like Ernst & Young). According to theae ad leaders, the deadline for compliance to begin is sometime in 2007, with a drop-dead date of 2008 for publishers to have "third party certification" that their processes for measuring impressions are consistent and reliable. That's good for all of us who utlize web marketing, but wish for greater confidence in reach and delivery promises.
Source: Adweek Interactive, NOISE
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