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American Drycleaner Enhances Online Ad Experience

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(Photo: ©iStockphoto.com/Petrovich9)

Nathan Frerichs |

CHICAGO — On Aug. 1, American Drycleaner began delivering its online advertisements through Google’s DoubleClick for Publishers (DFP) ad server. This move comes with a built-in, trusted third-party auditor of our ad impressions, and represents our next step in improving our service to our audience and advertising clients.

Our ad reporting complies with industry standards as set forth by the Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines. This document establishes a detailed definition for ad impressions—a critical component of Internet measurement—and provides certain guidelines for Internet advertising sellers and ad serving organizations for establishing consistent and accurate measurements.

The American Association of Advertising Agencies (AAAA) and other members of the ad buying community asked for consistent counting methods and definitions and better counting accuracy, and this project was the result.

In adopting these standards, American Trade Magazines LLC, publisher of American Drycleaner, stands alongside other leading media companies that participated in the project such as AOL, Walt Disney Internet Group, Forbes.net, MSN, New York Times Digital, Yahoo! and Google. Our partnership with Google means that we can provide our clients and potential clients with better targeting, independently verifiable ad tracking, and broader creative options. To our audience, it means more relevant content and a richer, more personalized interactive experience.

For more information on the IAB guidelines, visit http://www.iab.net/iab_products_and_industry_services/1421/1443/campaign_measurement_audit.

About the author

Nathan Frerichs

American Trade Magazines LLC

Digital Media Director

Nathan Frerichs joined ATM as web editor in 2010. After many years working as a print writer, designer and photographer, Frerichs crossed the digital divide in 2003 and hasn’t looked back. His responsibilities now include developing and designing the three publications’ websites, e-newsletters and other new-media projects.

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