An addendum to the 2004 Ad Impression Measurement Guidelines, the Rich Internet Application (RIA) Guidelines accounts for measuring ads in an online application where the page may change periodically while the ad is inserted dynamically and independent of page loads. An example of an RIA is an online email application or game site. Since the page is refreshed often in these applications, an ad could get counted several times using the original methods. In these cases, h2 user activity is used to count an ad impression with exceptions for applications that constantly refresh on their own, such as a stock exchange ticker. The RIA Guidelines detail acceptable counting methods along with guidelines for caching, filtration, and auditing as well as reporting parameters.
Scope: Applicable to . . .
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