The IAB is working on standardising the way in which internet traffic is monitored so advertisers will have a much better way of measuring visitors.
The standards are being viewed as a reaction to the downturn in online advertising caused by a lack of confidence in the medium and the worldwide advertising slump.
The IAB hopes the new standards will tempt advertisers back to online advertising.
Each year, the IAB draws up a list of 10 standards developed to help regulate the online business community. Last year, the guidelines ranged from the way terms and conditions of trading were set out to fighting online credit card fraud.
This year, one of the IAB's standards aims to provide more accurate monitoring of traffic to websites and ironing out discrepancies as to what is considered a hit and the time period within which an online ad can be measured.
The standards are mainly being worked on by the bureau's branches in the US and the UK, although details of the UK work will not be available for another three weeks, according to IAB chairman Danny Meadows-Klues.
The standards are being drawn up by the IAB board, which includes representatives from Yahoo!, AOL Time Warner and MSN, all of which have been hit by the downturn in the online advertising sector.
Yahoo! is currently looking at ways of charging customers for additional content, while MSN has appointed a new ad team to offer a new range of formats in an attempt to pull in more revenue.
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