Australian Digital Audience Measurement and Landscape

On behalf of the media and advertising industry, IAB Australia invests significant time and resources to manage a sole and preferred supplier deed for digital audience measurement. This industry initiative ensures that Australia has a world-leading, independent, inclusive and transparent digital audience measurement system. This measurement system is overseen by the IAB Australia Measurement Council, which consists of representatives from 18 different media and agency organisations, with involvement from the Media Federation of Australia.

The products and solutions in market have been constantly evolving since the IAB developed its first audience measurement blueprint in 2007. Daily Digital Content Ratings (DCR) was launched in 2017 and June 2018 sees the roll out of Weekly and Monthly Digital Content Ratings (DCR). Detailed information on the new roll out has been prepared to help explain the changes and benefits to the market, available below.

Download the June 2018 DCR Executive Summary here.

Learn more about the IAB/Nielsen Digital Audience Measurement solution, Monthly Ratings and Daily Content Ratings here.

Key Benefits of DCR

  1. Deduplicated Cross-Platform View Of Digital Content Audiences
    Desktop, laptop, smartphone (app & browser) and tablet (app & browser)
  2. Daily Reporting Frequency
    In addition to monthly cadence.
  3. Measurement Across All Content Types
    Delivered in a single interface for text, video and audio content.
  4. Cater For Audience Fragmentation
    Methodology is built to cater specifically to the nuances of digital media consumption by overcoming traditional panel only issues.
  5. Off-Platform And In-App
    Content measured and attributed to the publisher.
  6. Plan And Post Evaluate With Consistency
    Consistent methodology with Nielsen Digital Ad Ratings - for commonality between media planning and post-campaign validation.

Download the Guidelines for using Nielsen Digital Content Ratings Data here.

Watch the below video on YouTube to get a more complete understanding of DCR.


Key Points of IAB/Nielsen Industry Digital Audience Measurement

  1. Provides the industry with an audience focused measurement system which tracks all behaviour on browsers and apps across desktop/laptop, smartphones and tablets.
  2. The data is inclusive and reports on all properties in an equal manner, regardless of their involvement with the IAB, to provide the industry with comparable data on all players. It is a transparent system that tracks over 6,500 media organisations, brand and channels across three devices in each reporting period.
  3. It is an independent system run by a leading global measurement organisation, Nielsen, with the oversight by the digital industry and the IAB.
  4. The digital audience measurement data and system is continually reviewed by the IAB’s Measurement Council which has representatives of seventeen media organisations and the Media Federation of Australia. The IAB deed requires Nielsen to undergo annual independent audits as directed by the Measurement Council and to take any necessary action to ensure agreed standards are met.
  5. The Australian solution is world leading with a hybrid people-based measurement system which comb

IAB Australia is the peak trade association for online advertising in Australia.

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