A coalition of advertising and research professionals announced the launch of Safecount.org. The organization advocates safe and accurate digital media measurement policies.

Safecount plans to address counting issues such as cookies to determine best practices and methodologies.

"It's time for advertisers and researchers to take a leadership role in the development of policies and procedures for safe media measurement. We need these policies to prevent the internet and other forms of digital media from becoming full of the kind of clutter that both advertisers and consumers loathe," says Cory Treffiletti, co-founder, Safecount, managing director, Carat Interactive, SF.

"The idea is to create a forum where ideas on how to achieve safe counting can be reviewed and agreed upon. Our goal is to help the industry identify measurement methods that safeguard consumer privacy. Advertisers and publishers want accountability, not a cold war with consumers, and we need to prevent a technical arms race," says Nick Nyhan, Safecount, co-founder, Safecount, president, Dynamic Logic.