Ad bodies launch survey of online measurement
Share
UK-- The Internet Advertising Bureau Europe (IAB) and the European Interactive Advertising Association (EIAA) have launched a survey into the global use of online audience and traffic measurement techniques as they look to introduce industry-wide measurement methods.
The survey, which will be carried out under the Measurement of Interactive Audience (MIA) Project banner, will collect views and opinions from advertisers, publishers, ad networks and trade associations in 19 countries to establish what audience measurement users are happy and unhappy with, where improvements can be made in the future and what measurement methods companies around the world are using.
MIA was formed by the Internet Advertising Bureau Europe (IAB) and the European Interactive Advertising Association (EIAA) last October to establish international audience measurement standards.
The results of the survey will help define these standards and complement the existing MIA Dictionary of Definitions.
Elizabeth Van Couvering has been appointed as project manager to lead the survey by the MIA Project's steering committee, which is chaired by EIAA executive director Alison Fennah and IAB Europe's vice president Thomas Duhr.
Duhr said: “We remain focused on easing the online media planning process across borders and the results of this research will enable us to analyse current agency planning practices and identify the key challenges faced by the industry. With this knowledge we can develop the standards that the industry desperately needs.”
Author: James Verrinder
Related links:
IAB to develop web audience measurement guidelines
