IAB to ditch ‘misleading’ monthly UB metric

IAB to ditch ‘misleading’ monthly UB metric
SHARE
THIS



The Interactive Advertising Bureau (IAB) has stamped an expiry date on the Monthly Unique Broswer (UB) metric with the “increasingly inaccurate” and “misleading” metric to be retired next year.

The IAB has issued a notice of intent to the industry that the metric will be replaced on February 1 2013 with a people-based metric Unique Audience (UA).

Nielsen will therefore stop using the Monthly UB metric within its Market Intelligence (MI) product where the top five publishers often claim a higher number of Monthly UBs than the number of total online Australians.

Gai Le Roy, IAB Australia’s director of research, said the Monthly UB metric is being retired as it is no longer matches the active online population or total population.

““The Monthly UB metric has been used in the Australian market for more than 15 years but now that it no longer equals a person, it has outlived its usefulness as a proxy for monthly visitation to website figures and should not be used,” Le Roy said.

There are now more than 90 million Monthly UBs in Australia, which the IAB said outnumbered “the actual human online population by a factor of more than five”.

“As an industry we are looking for more accurate and meaningful data and it’s clear that the Monthly UB metric is become increasingly inaccurate, less useful and even misleading,” Le Roy added.

“Indeed with the proliferation of devices and browsers in use by consumers, the disparity between browsers and actual people will only accelerate.”

The Average Daily UB metric will still be used as the IAB said the measure is in line with the active online population.

The decision to drop Monthly UBs has been supported by the MFA and AANA.

Please login with linkedin to comment

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.