IAB to review online audience measurement services
IAB Australia appointed Venture Consulting for a strategic review of digital audience measurement currency requirements. Following the review, measurement vendors will be invited to submit their services for tender evaluation.
The cornerstone review will provide the basis for standards and specifications for the online measurement tender planned for May 2021.
The goal of the tender process is to establish new online measurement standards that follow the needs of the evolving industry. The review will consider the future requirements 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.
Gai Le Roy, IAB Australia’s CEO says: “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.”
By assessing the industry requirements and how those requirements evolve over time, IAB Australia wants to point the way for privacy compliant and sustainable online audience measurement in Australia.
“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,” adds Le Roy.