Web ad companies have joined to form the Advertising Standards Alliance (ASA), a trade group dedicated to resolving industrial issues and standardizing online advertising practices. Founding members of the ASA include 24/7 Media, AdForce, Adsmart, BURST! Media, DoubleClick, Engage, Flycast Communications, Microsoft bCentral, Real Media, Sabela Media, SmartAge.com, Teknosurf.com and ValueClick. The group is also working on a universal ad measurement standard. The idea is to reassure online advertisers that their money is not being wasted. A cynic might interpret the timing of the launch as an attempt to stem increasing skepticism over whether web ads have any value or effectiveness at all. á