IAB Australia and Nielsen launch digital ratings tool

It combines Nielsen’s pre-existing PC panel for home and work with nationally representative panels of Australian smartphone and tablet internet users, as well as census tagged data for PC and mobile web.

It will help agencies and advertisers make more accurate decisions and gauge the reach of their digital investment.

Digital Ratings (Monthly) is the second of three planned major upgrades to the digital audience measurement system in Australia. Stage one saw IAB Australia and Nielsen release the market’s first view of Australians’ mobile and tablet audience data.

The third stage is Digital Content Ratings. Monique Perry, Nielsen’s head of media, said: “This will be the holy grail of digital total audience measurement. It will see the Australian market transition to daily delivery of digital audience data, across sites big and small.”

In February 2016, almost 19.6 million Australians accessed digital content across computers, smartphones and tablets.