The IAB Audience Measurement Council is the peak Australian industry group addressing the challenges of digital audience media measurement. Comprising the leading measurement and research analysts from seventeen of largest digital media organisations in Australia – as well as representation from the Media Federation of Australia (MFA), the council is tasked with developing the industry audience measurement methodology most appropriate to support the continued growth of online advertising in Australia across all devices.
The Audience Measurement Council oversees the digital industry’s ratings currency service is that is delivered by Ipsos and is called Iris. Ipsos Iris is an inclusive, standardised currency providing a level playing field for comparison of digital audience reach and characteristics, along with other insights about the 21 million Australians aged 14+ who access the wide variety of digital content and services on Smartphone, PC/Laptop and Tablet devices. More details on Ipsos Iris can be found here
The Measurement Council sets its own annual program of work to review evolution and innovation of meaningful metrics for the market, address the key market needs for measurement, work with partner organisations, and submit recommendations to the IAB Australia Board. The council is also involved in setting the agenda for IAB’s annual measurement conference MeasureUp along with the Ad Effectiveness Council.
Measurement Council member representatives:
- Elizabeth Saidey – ABC
- Natalie Bettini – Are Media
- Sam Woods – Australian Community Media
- Priya Kanniappan – Carsales
- Taylah Harb – Daily Mail
- Sarah Macartney – Domain
- Aimy Le – Facebook
- Rachael Powell – Google
- John Grono – MFA
- Gareth Tomlin – Network Ten
- Chris Taffs – News Corp
- Davina Stait – Nine Entertainment
- Margarida Fantini – REA Group
- Craig Johnson – Seven
- Brent Stewart – SWM
- Nikki Katsenos – The Guardian
- Adam Axiak – The Guardian
- Stephen Jones – Verizon Media
If you have any questions relating to the work being carried out by this Council, please email natalie@iabaustralia.com.au.