New York—The Interactive Advertising Bureau today released SafeFrame 1.0, technical specifications to give online publishers the ability to provide advertisers with detailed information about viewable impressions on ad campaigns while ensuring protection of consumer data.

The specifications, developed by the IAB's technical council, are designed to support Making Measurement Make Sense, a joint initiative of the American Association of Advertising Agencies, Association of National Advertisers and the IAB to develop standard metrics for cross-platform ad campaigns.

SafeFrame 1.0 provides standardized ad layouts, rich-media and data collection protocols, and consumer protection guidelines. The specifications have been released for public comment and are available on the IAB's website (www.iab.net).

Also today, the IAB and the Mobile Marketing Association, in conjunction with the Media Rating Council, updated the Mobile Web Advertising Measurement Guidelines. The updated guidelines now require client-side counting of mobile Web ad impressions to provide measurement consistency.