Ad Campaign Measurement Process Guidelines

The growth of and dependence on third-party ad servers (TPAS or 3PAS) and application service providers (ASPs) necessitated oversight on these campaign relationships. Agencies or Publishers that use an ASP for counting ad impressions may engage in counting activities that affect counts recorded in the systems of their vendor ASPs. When an ASP is audited, their customers must also be audited to ensure transparent counting methodologies and that the appropriate counts are being used. Another addendum to the 2004 Ad Impression Measurement Guideline, the Ad Campaign Measurement Process Guidelines account for counting practices for customers of the ASPs. This document maps the general campaign process and provides information for auditor inquiry in the areas of technology, process, and data. Scope: Only customers of audited . . .