eMedia Daily

IAB Gets Into eMail Metrics

The IAB (Interactive Advertising Bureau) has long been driving standards for traditional web advertising. They’re also moving into the sticky world of eMail marketing, providing consistency in measurement definitions. The move to create universal, unbiased standards of measurement for email metrics allows the community to communicate using a single language. It will also force the ESP’s to integrate the standards into their reporting toolsets - while no small task, its a necessary one.

You can read more from the IAB and get their definitions.