IAB launches mobile audience panel measurement pilot
The organisation has joined forces with seven publishers to invest in and launch the pilot, which has been jointly funded and will be launched by Nielsen.
The pilot panel program has been designed to “address the short to medium term requirements of the online industry, delivering both site and application mobile usage data at a brand level to advertisers.”
The panel will be constructed by Nielsen to include a representative sample of Android and iOS smartphone and tablet users tracked using their electronic mobile meter. It will publish its first top line market data in Q2 2014.
Alice Manners, CEO of IAB Australia, said: “Mobile is an important sector and this panel is an important advancement in mobile audience measurement, which is currently lacking in the industry. We see this as a first step on the path towards the development of a mobile measurement currency and we are pleased to be working with Nielsen.”
More information can be found here.
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