IAB Australia Revamp Focuses on Measurement

Digital ad industry body IAB Australia is to launch three new councils this year, all of which focus on aspects of ad measurement. CEO Vijay Solanki says digital measurement and a 'trustworthy digital value chain' are among the organisation's key priorities for the year.

Other priorities are building brands online and growing mobile value, Solanki said at a media briefing last week, while announcing the appointment of a new Regulatory Affairs Director, Kamani Krishnan. IAB Australia Chair Nicole Sheffield said the body must 'continue to ensure that Australia leads the way with the transparency of digital currency'.

IAB's Research Director Gai Le Roy (pictured) will oversee a new look Executive Measurement Council, overseeing all aspects of measurement including the work of two other councils, the existing Audience Measurement Council and a new group, the Ad Effectiveness Council, which will be launched in March. Among the latter's tasks will be exploring how digital measurement data can be combined with other forms of media data to enhance cross-media planning and buying.

Thirdly, a new Executive Tech Council led by Executive Technology Consultant Jonas Jaanimagi, will bring together the existing Video, Mobile, Audio and Standards and Guidelines Councils under one umbrella; and will focus on viewability, adblocking, ad fraud and programmatic.

The bureau will release Nielsen audit results, ad fraud benchmarking data and ad blocking guidelines next month, further ad blocking and viewability studies in Q2, along with a 'Data Hygiene Handbook', and a cross media study in Q3.

IAB Australia was incorporated in July 2010 as one of over 43 IAB offices globally and is online at www.iabaustralia.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.