- The Fast Steering Committee, a group comprising ad agencies, advertisers and online companies, have committed themselves to supporting a single standard that will count the number of people who see a web ad.
The group is pushing for all those involved with internet advertising to starting using internet tags on web ads in an effort to boost the trust people have in the web as an advertising medium.
With tagging, a software code is added to web ads that acts as a counter and notes when an ad is shown on a web page.
Tagging could offer a way out of the current confusion. Currently there are three systems in operation, each giving widely different results. Firstly there are the records kept by website owners, then those collected by online sales networks and finally independent research firms.
Lack of reliable ad measure is cited as one of the reasons that many advertisers decline to spend money promoting on the net.
According Jupiter Communications, the New York based internet research firm, advertising on the web could be worth $3 billion by the close of 1999, a figure which pales compared to the $44 billion spent on TV advertising.
The new standard would be voluntary and comes later than expected. When Procter & Gamble held the Future of Advertising Stakeholders Summit (Fast) to move along developments in internet advertising, it hoped the new standard would be in place by November.