NEW YORK, NY (November 7, 2011) – ADTECH, MediaMind, PointRoll and VINDICO have pledged to complete implementation of the IAB Impression Exchange Solution (IES) by the end of Q2 2012, the Interactive Advertising Bureau (IAB) announced today. These four member companies join Google’s DoubleClick ad serving solutions, which has already rolled out IES to its client base, in the industry-wide effort to improve efficiency and accuracy in the invoicing and payment processes.

IES streamlines the digital advertising industry’s business practices by helping publishers and advertisers detect and resolve differences, such as discrepancies in systems used to count impressions and clicks, early in the life cycle of a digital campaign—and avoid the lengthy and costly manual reconciliation and remediation processes that have bedeviled the industry.

“Based on the early accomplishments of IES, we expect to see more companies follow in the footsteps of Google—and now ADTECH, MediaMind, PointRoll and VINDICO—in their adoption of this critical business tool,” said Steve Sullivan, Vice President, Digital Supply Chain Solutions, IAB. “The successful ability of IES to decrease friction in the digital advertising supply chain, and reduce operational overhead associated with discrepancy and reconciliation, will be enhanced as its use and adoption grows more widespread.”

In tandem to the IAB release of news about wider IES adoption, the association also announced that ADTECH and VINDICO were selected as winners of the IAB IES Implementation Challenge at today’s IAB Ad Operations Summit in New York City. The two companies were celebrated for demonstrating the most comprehensive and successful implementation of IES.

“We are thrilled to be chosen as a winner of the IES Implementation Challenge,” said Richard Bush, Director Product Management, ADTECH. “IES creates a huge opportunity for us to help the industry, both the advertiser/agency and publisher sides. Our own analysis indicates that observing an accurate discrepancy rate—as we expect will improve with IES—will dramatically lower the number of campaigns that end in discrepancies.”

“VINDICO is proud to be a winner of the IES challenge as well as being a part of IAB’s continuing effort to create standards that will only help accelerate the growth and evolution of our industry,” said Matt Timothy, President of VINDICO. “VINDICO has always pushed for consistency and embraces industry standards and we feel the time and our solution is right for the big challenge we all face—discrepancy reconciliation.”

IES has unequivocal support from the Association of National Advertisers (ANA) and American Association of Advertising Agencies (4A’s).

Read more about the IES Challenge here.