The Interactive Advertising Bureau announced that it will host an industry event on Nov. 29, the IAB Audience Measurement Leadership Forum, during which key media, agency, marketing and research executives from the digital space will gather to discuss the state of Web metrics in light of the recent controversies surrounding the accuracy and lack of transparency of third party research methodology. During the event, the IAB says its Audience Measurement Working Group will discuss its push to establish new guidelines on audience measurement in conjunction with the Media Rating Council. That group is working to establish industry standards for basic Web site metrics like page views and time spent, while also examining the impact of such factors as cookie deletion. In addition, to assist in these endeavors, the IAB announced that its has also established a new research advisory board.
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