IAB Australia Commences Audit Of Online Audience Measurement

In preparation for the launch of the third stage of the industry’s independent online audience measurement currency, IAB Australia’s Measurement Council has commenced a full audit of the existing Digital Ratings (Monthly) product and the processes currently being put in place in preparation for the launch of Digital Content Ratings (Daily) in 2017.

Digital Ratings (Monthly), delivered by Nielsen, provides an independent, cross-device view of the total digital audience across key digital devices, enabling agencies and advertisers to make more accurate decisions and gauge the reach of their digital investment.

The audit, which is being led by Gai Le Roy, IAB Australia’s director of research, along with an independent external auditor, is a scheduled procedure designed to ensure Australia’s online audience measurement currency remains the world’s most sophisticated and advanced measurement platform.

Pre audit work already completed has resulted in 18 process changes being implemented, reflecting the fast moving nature of digital. The formal audit will commence in early December.

The IAB’s Measurement Council is made up of 16 of the most experienced people in audience measurement and representation from the Media Federation of Australia (MFA). The Council works tirelessly managing a sole preferred independent audience measurement solution that benefits the whole industry both in the level of scrutiny and transparency of the data and ensuring that the Australian market has a sophisticated and heavily resourced solution in market.

Gai Le Roy commented, “The digital market is fragmented across multiple platforms with different content and behaviours so we don’t have luxury of monitoring limited linear content. Our hybrid solution is the most sophisticated of all the different media measurement solutions in market combining census behavioural data with a media quality panel.

“It is an inclusive and independent currency that tracks all digital consumer behaviour across desktop, smartphone and tablets and as a result our level of scrutiny is advanced and evolving.”

IAB developed the digital audience measurement blueprint in 2007 in association with AANA and MFA. This was the precursor to the development of the first tender in 2010 and the launch of IAB’s digital audience measurement system which took place in 2011.

Digital Ratings (Monthly), which was launched earlier this year is the second of three planned major upgrades to the digital audience measurement system. The third upgrade will be the launch of Digital Content Ratings which will leverage the scale of third-party providers.

Heather White, chair of the IAB Measurement Council and head of Audience Insights at News, added, “The digital audience measurement currency which is delivered by Nielsen provides validated, independent and reliable metrics which are continuously evolving to meet advertiser needs.”

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