Nielsen Online, a service of the Nielsen Company, has announced that it has been selected by Audiweb (audiweb.it) as the provider for the Audiweb System. Audiweb, a Joint Industry Committee comprised of the key associations and stakeholders operating in the Italian digital marketplace, will deliver an integrated and innovative online media measurement and planning system to publishers, advertising agencies and advertisers.
The Italian Interactive Advertising Bureau (IAB) reported that 2007 online advertising in Italy reached 680 million Euros, an increase of 39% over 2006, and predicts continued growth in 2008, reaching one billion Euros.
Key elements of the agreement between Nielsen Online and Audiweb, announced to the Committee at a gathering in Milan, include:

  • Independent measurement of internet usage based on a statistically representative panel of the online population. The panel uses Nielsen’s desktop meter software and ensures measurement of all activities
  • The panel data will be delivered through AW View, an interface from the Nielsen Online service NetView that delivers analysis of online behaviour and demographics
  • Delivery of census-based measurement services, using Nielsen’s SiteCensus browser -based technology
  • An enhanced planning tool for online media planners (AW Database)