Something like this has been a long time coming. The medium has needed more interesting placements, and not just for boosting response rates, to which these latest guidelines are certainly an answer. New, more interesting creative units are necessary if for no other purpose than to make online advertising more like, well, advertising. The online medium is unlike any other, and yet it shares similarities with several. Currently the Web most closely resembles print.
Publishers produce content for site visitors to engage.
Individuals primarily go to a site for news and information, maybe a few services, and certainly some shopping. Advertising is placed in these editorial environments. Tom Hespos points out in his March 1 article that there is so much more the IAB could have and should have done. We must have a position on this if we are ever to start instituting standardized best business practices. The 302 redirect has been floating out there as a de facto means by which existing media currency is tabulated, that is, the impression.