Unified effort on interactive measurements

The Interactive Advertising Bureau Europe (IAB Europe) is forming a partnership with the European Interactive Advertising Association (EIAA) to establish standard definitions for measuring interactive audiences. The IAB has lobbied for the move for some time.

The Measurement of Interactive Audience (MIA) Project will identify the requirements of advertisers and agencies for online media planning and look at the differing measurement terminologies used in different countries.

It will analyse measurement techniques, including site-centric, user-centric and combination systems, and examine their effectiveness in addressing advertiser and agency needs. It will aim to create industry standards that can be applied to global campaign planning. The MIA Project will also evaluate valid and reliable measurement methodologies on a local and international level.

The MIA programme is endorsed by all IAB organisations within Europe and supported by IAB Australia, IAB Canada, IAB Chile and IAB USA. René Lamsfuss, (of IAB Germany) will chair the working group, which includes members from IAB Europe, EIAA and local IAB organisations from the UK, France, Belgium, Germany, Austria, Denmark, Poland, and Chile.

EIAA executive director Alison Fennah says: “Individual markets are showing strong growth and the EIAA is seeing an increase in centralised planning and buying activity on major publishers and international networks so it’s an ideal time to take forward measurement at a local and international level.”

IAB UK head of research and planning Laurence Bird says: “This initiative comes at the perfect time for the UK, as the industry is working hard on making the internet more accountable as a branding medium. We are preparing a specification for an online media planning system that incorporates the requirements from advertisers, agencies and media owners, including standard measures and industry-recognised terminologies.”

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