The Readership Works’ Enhanced Media Metrics (emma) uses Nielsen’s Online audience ratings data which Ipsos MediaCT will fuse onto the emma survey data and aims to provide a more accurate and complete picture of the way people consume newspapers and magazines across platforms in Australia.

“This will be an historic day for the industry. In the development of emma we believe we have met and exceeded calls from media agencies and advertisers for cross-platform accountability and greater accuracy, transparency and frequency of data,” The Readership Works general manager Mal Dale said.