Yahoo announced the development of a new system of accurate and consistent of counting ad impressions. The Sunnyvale goliath said they were implementing the new platform add another layer of accountability to the measurement of online graphical advertising.

The proprietary platform only counts and reports the ad impression after the ad has been displayed on the page. It's available now in the U.S. and will hit the global network in early 2006.

"We believe Yahoo!'s new platform raises the bar significantly for media measurement by employing a standard that is not available in any other media -- to measure even more accurately if an advertisement has been viewed by a consumer," said Todd Teresi, vice president of operations, Yahoo!, and chair of the IAB task force on audience measurement guidelines.

"By implementing consistent industry measurement standards, we can focus even more intently on building great marketing campaigns for customers."

This is the latest effort in an attempt to universalize standards for various Internet activities. The Interactive Advertising Bureau's (IAB) Global Internet Ad Impression Measurement task force (sounds almost official and intimidating) was in charge of developing that standard. Yahoo chaired that task force and their new system was certified by the Media Ratings Council (MRC).

"We're very proud of the industry's continued adoption of these guidelines as we work together to standardize this new medium," said Greg Stuart, chief executive officer, IAB.

"Yahoo! especially has been front and center in its leadership and support of the IAB. Their unwavering commitment to continually investing in the future of this industry and in supporting industry efforts to bring the best products to the advertising community is reinforced by being one of the first to be compliant with these guidelines."