IAB Australia begins online measurement review

The review will form the basis for the standards and specifications of a tender for online measurement services set to be issued in May 2021, inviting measurement companies to submit their services for tender evaluation.

IAB Australia said it aims to endorse new standards for online measurement through the tender process.

The review will assess current industry requirements and how they will change over time. It covers the whole digital market, including text and video on browsers and apps across desktop/laptop, smartphones, tablets, and connected TV.

Gai Le Roy, chief executive, IAB Australia, said: “With technology and regulatory changes in progress and considering recent developments in digital industry measurement projects and global cross-media measurement initiatives driven by the World Federation of Advertisers (WFA), now is the right time to evaluate potential solutions from measurement vendors so we can continue to meet the needs of the Australian market with the accuracy and credibility that underpins confidence and investment in digital advertising.”