Roy Morgan Strikes Online Measurement Deal

Australian MR pioneer Roy Morgan Research and South East Asian online audience specialist Effective Measure International have announced a strategic partnership to develop a 'totally new' Internet measurement methodology and system.

The hybrid service will combine Roy Morgan's Single Source data with Effective Measure's patented methodology, which addresses Cookie deletion and audience over-estimation. It will be developed 'over the next few months' with input from the firms' existing customers playing a role.

The move comes as Australia's IAB looks to tender to find an approved online audience metric for the country, most likely a hybrid system.

Roy Morgan CEO Michele Levine says the partnership reflects the firms' shared commitment to supply 'transparent, 360 degree views of Australians in their online and offline behaviour and activity'. She comments: 'The launch of our joint venture offering will herald a new era of web measurement and understanding in Australia, offering a completely unbiased and accurate picture of internet usage.'

James Robertson, Effective Measure International founder and SVP Market Development, says the deal is 'the culmination of many months of productive and continued discussions with key players within the industry... For the very first time, Advertisers will have access to detailed demographic, lifestyle and attitudinal information across all online properties in Australia.'

In business for almost seventy years, Roy Morgan is the largest independent Australian market research company, with offices in each state of Australia, as well as in New Zealand, the US, UK and Indonesia. Effective Measure also has its headquarters in Australia, and boasts overseas offices in Dubai, Palo Alto, Manila and Bangkok.

Web sites are at www.roymorgan.com and www.effectivemeasure.com .