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Interactive Advertising Bureau of Canada releases new guidelines

The Toronto-based Interactive Advertising Bureau of Canada has released a new set of guidelines for pay-for-performance ad campaign. The guidelines are intended to help publishers, advertising networks, advertisers and agencies optimize direct response ad campaigns on the web. The document includes practices for creating effective PFP creative, factors to consider when adding targeting parameters to PFP campaigns, best practices for set-up, tracking and optimization of these campaigns, advice for minimizing delivery and reporting discrepancies and additional information about maximizinf the efficiency of PFP ad campaigns. "The goal in creating IAB Canada's new pay-for-performance ad guidelines was simple," said Gino Coutu, vice-president of business development at Rogers Digital Media and initiator of the project in the bureau's publisher council. "Standardize as many elements as possible within the PFP buying, selling, delivery, tracking and reporting process, so that professionals on both sides of the PFP equation can concentrate instead, on innovating around technology, strategy and creative." The guidelines can be downloaded from the bureau's website at <>.

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