PhilStar Global, Summit Publishing, Philippine Entertainment Portal, GMA New Media, Inquirer Interactive, BusinessWorld New Media and ABS-CBN Interactive are behind the initiative.

Effective Measure’s southeast Asia director Russell Conrad said the firm would start collecting audience numbers for the publishers’ websites and start delivering results to advertisers and ad agencies in April.

ABS-CBN Interactive managing director Connie Nolasco-Lopez said: “Beyond simply counting impressions and page views, using the tool allows our advertisers to better measure their returns on their online marketing investments.

“The tool empowers our partners and with this we hope to see further growth in the industry. Using the tool, not only can we further enhance our online audience engagement, we are also enabling our advertisers and partners to more intelligently reach and communicate with our audiences.”

Last week Effective Measure was named as the South African Digital Media and Marketing Association’s (DMMA) provider of internet audience measurement services, replacing Nielsen.