Joint initiative to develop European web measurement standards

EUROPE-- Internet advertising bodies are embarking on a joint initiative to establish international audience measurement standards.

The project, being carried out by the Interactive Advertising Bureau Europe (IAB Europe) and the European Interactive Advertising Association (EIAA), aims to agree standard definitions for both site-centric and user-centric systems. It will identify requirements for online media planning and look at existing and emerging measurement methodologies in various countries.

The working group is to be chaired by René Lamsfuss of IAB Germany and will include members from IAB Europe, EIAA, and local organisations. The initiative also has the support of the IAB's affiliates in South America, the US, Canada and Australia. The US IAB recently established its own working group to develop audience measurement guidelines.

Laurence Bird, head of research and planning at IAB UK, said the initiative comes at a perfect time for the UK, where a joint industry committee is working toward a common online media planning system. “The MIA Project will clearly benefit from the extensive consultations and research that have already taken place in the UK,” said Bird.

Thomas Duhr, VP of IAB Europe said the demand for standardisation of the planning process has been driven by consolidation in the industry, and that the project aims to improve accessibility and accountability.

Alison Fennah, executive director of the EIAA, said: “Breaking down the barriers to online advertising has always been a collective objective of both associations and this project will play a crucial part in achieving that goal.”

Author: Robert Bain

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