IAB Australia and its Audience Measurement Council has appointed independent boutique firm Venture Consulting to conduct a strategic industry review of digital audience measurement requirements.
The review will form the basis for the standards and specifications of a tender for online measurement services which will be issued in May.
The Audience Measurement Council is the peak industry group for digital audience measurement, made up of 17 digital media organisations in Australia as well as representation from the Media Federation of Australia.
IAB Australia's objective withthe 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.
Gai Le Roy, IAB Australia’s CEO, says 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," she says.
“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."
More details on the tender process and timing will be released shortly.
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