Mark Britt, chairman of the Interactive Advertising Bureau (IAB), has told a Town Hall meeting of some of the media industry’s most senior members they need to become more involved in the consultation process for a preferred provider of online audience measurement.
Last week the IAB hosted the first of two public Town Hall meetings with its members and representatives from the Media Federation of Australia and Australian Association of National Advertisers to allow the industry to have its say about the what is needed in the new online audience measurement contract which is currently held by Nielsen.
Britt, who is the CEO of Mi9, told the audience critics of the current contract provider Nielsen needed to become involved in the process.
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