Effective Measure has teamed up with Publishers Australia to provide online measurement for magazine websites, as the company continues to take the fight to Nielsen.
While Nielsen has been named the official supplier of online audience measurement in Australia by the Interactive Advertising Bureau (IAB), Effective Measure has previously discussed its intentions to take on Nielsen and other players in the measurement space.
The deal with Publishers Australia will see Effective Measure offer magazine publishers free tagging for their websites, provided the networks deliver under four million page views per month.
Effective Measure chief executive Richard Webb said: “This alliance will help publishers of all sizes and stages in their digital development reap the benefits of high-end measurement and sophisticated data that their larger counterparts already leverage to extend commercial opportunities.”
Publishers Australia chief executive Matthew Green said: “Digital measurement is becoming increasingly important to our members as digital media consumption escalates across new platforms and mobile devices. The alliance with Effective Measure will give our members the tools and data to take on the digital shift with greater ease and in a huge scale.”
Nielsen already employs a tagging system for its online measurement, as well as a diary system, but a spokesperson for Effective Measure told AdNews that websites can house tagging from different measurement providers, and that the tags can measure disparate elements of the website.
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