NEWS11 October 2011

Australia’s online measurement system launches next week

Asia Pacific Technology

AUSTRALIA— The Interactive Advertising Bureau will release the first wave of data from its online audience measurement provider, Nielsen, next week.

Nielsen’s hybrid system uses a combination of panel and server-side data to track online audiences. The company was named as the IAB’s exclusive measurement provider in May following a tendering process that saw 21 companies bid for the work.

An independent auditor has reviewed the Nielsen Online Ratings system and given the green light for it to become operational, although the auditor has made a “number of recommendations for continued panel improvement”.

IAB Australia CEO Paul Fisher (pictured) said: “We recognise the commitment Nielsen has made to date to address the often complex issues accompanying the release of new measurement technology and we congratulate them on attaining the high standards required by the industry.

“The IAB Measurement Council will continue to work closely with the Media Federation of Australia and with Nielsen to ensure that the terms of the deed of endorsement continue to be met. This includes the implementation of incremental development and the evolution of Nielsen Online Ratings so that it meets the dynamic needs of the Australian interactive advertising industry.”