IAB Australia is launching a full review of audience and cross media measurement to address the long-running issue of digital metrics.
The Future of Measurement project looks at measurement solutions, standards for ad measurement, delivery and verification. It also encompasses guidelines and best practices.
IAB CEO Gai Le Roy says the review aims to deliver data and “meaningful metrics” to marketers, agencies and publishers so they can assess opportunities and track performance in a complex cross media world.
The review is spearheaded by Le Roy and newly appointed research director Natalie Stanbury and is the first complete review of market requirements the industry body has conducted in five years.
“We hold a great deal of responsibility to ensure all voices are heard and that a comprehensive plan is developed to address the future requirements for both audience and cross media measurement,” Le Roy said.
Cross media measurement has been a big concern across the industry.
Unilever last week announcing a global initiative to solve the problem, with companies such as Google, Facebook and Twitter all on board.
IAB is consulting with stakeholders and industry bodies in the local market as part of its review and will also look at various developments in overseas markets.
The industry body is also carrying out a buy and sell side research survey on market.
An industry Town Hall meeting will be held on 25 March to present the findings from the market analysis, with interested parties able to discuss the next steps.
A final report is expected to be released April 2019.
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