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It's been interesting seeing the reaction from many people regarding standards. I've received many supportive positive emails and also a number of negative emails questioning my ethics, ability and who was my mother. It's obviously a very hot topic!
 Regardless of the vindictive nature of some of the comments I keep on coming back to the point that:
1. To increase revenue we need more advertising dollars into domains.
2. To get more advertising dollars you need transparency.
3. To get transparency you need standards.
4. To get standards you need co-opitition (ie. competitive co-operation).
5. To get co-optition you need a public debate. This is why I'm writing on this topic now before TRAFFIC Las Vegas.
These steps of logic may be completely erroneous but I'll continue down the path until there is a better way to greater revenue and value.
Here is an extract from the "Interactive Advertising Beureau (IAB)" that outlines their views on Audience Measurement (http://www.iab.net/iab_products_and_industry_services/1421/1446).
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Audience Measurement
The goal of the IAB and the entire interactive industry is simple: to achieve transparency in audience counts and to revise out-of-date methodologies.
For the interactive industry, one that is committed to delivering accountability, integrity in audience measurement is a fundamental necessity.
The IAB believes that all companies involved in audience measurement should be audited for their processes. These audits are intended to establish the source of any measurement discrepancies and to find potential solutions.
All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making. Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform.
Click here to view a complete timeline of the IAB's quest for transparency in Audience Measurement
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As can be seen the IAB regard transparency as absolutely being critical to the ongoing development of the online advertising industry as they provide confidence to the end advertiser. The IAB has been down this path before and the results have proven enormously successful, it's time for the parking industry (including Google and Yahoo) to join together in providing standards that will give advertisers confidence for the domain channel.
I personally believe that standards for the domain industry are coming and it's only a matter of time. Ultimately domainers can only apply pressure to their respective parking partners but the goal should always be to see Google and Yahoo measured accurately according to reported standards.
What was interesting about NameMedia's Google and Yahoo contracts was the fact that both of them basically said that the Google and Yahoo can report or not report what they want to. This is fundamentally not in all our collective interests and pressure needs to be brought to bear to get this changed.
Wiki: IAB, NameMedia, Google, Yahoo, TRAFFIC - Please feel free to update and expand any wiki entries.
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