IAB Announces Strategic Review of Online Audience Measurement Services

IAB Announces Strategic Review of Online Audience Measurement Services
Karen Terranova
By Karen Terranova
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IAB Australia’s Board, Executive, and Measurement Council today jointly announced that it has appointed Venture Consulting to conduct a strategic industry review of digital audience measurement currency requirements.

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

The invitation will culminate in vendor/s being endorsed as the preferred supplier/s for the planning, buying, and reporting of online audience measurement.

IAB Australia’s objective with the tender process is to endorse new standards for online measurement aligned to the evolving needs of the industry as identified in the strategic review.

The review will consider the future needs for the whole digital market, inclusive of both large and niche publishers across text and video on browsers and apps across desktop/laptop, smartphones, tablets, and CTV.

It will assess current industry requirements, how those requirements will evolve over time and point to the way forward for privacy compliant and future sustainable online audience measurement in Australia.

According to Gai Le Roy, IAB Australia’s CEO (pictured), a robust, transparent, and inclusive digital ratings system is vital to provide advertisers and agencies with trusted and independent data for their investment decisions.

“The continual evolution of digital audience measurement is essential in addressing ongoing technology and regulatory changes, the future role of industry content data with increasing programmatic buying and making steps towards cross-media measurement.”

“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,” said Le Roy.

More details on the tender process and timing will be released shortly.

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