IAB Australia’s Measurement Council has today issued an Audience Measurement Landscape and Positioning Paper, outlining the key areas for online measurement ahead of its Town Hall meeting on Wednesday 19th March. The areas reflect the shift in focus for online measurement from purely environment concerns, towards content, program and campaign considerations.
According to Alice Manners, CEO of IAB Australia, viewability, campaign measurement and the potential retirement of page impressions are top of the list for discussion.
“We have worked hard over many years, along with other leading industry bodies, to identify and agree the industry recognised and accepted online audience measurement currency. Our intention in releasing this Positioning Paper is to outline the key issues and next steps which will assist us as an industry to continue to move forward on measurement and to create ongoing discussion.
“Ultimately we will have to make some significant strides toward achieving comparability, accountability and transparency with online metrics if we want to achieve true cross media measurement. We believe that the ongoing IAB Australia Tender process, supported by MFA and AANA will be an important part of being able to deliver on that aim,” said Manners.
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