IAB's Canadian Call To Action

The Interactive Advertising Bureau (IAB) is calling for Canadian professionals to join together to help advance excellence in the area of online audience measurement.

The Bureau has formed the 'Tripartite Industry Committee for Online Audience Measurement in Canada' to accomplish this task. It is now inviting agencies, advertisers and online publisher researchers, as well as media buyers, planners and other users of online audience measurement tools to get involved.

In the immediate term, the committee will conduct gap analysis between its ultimate audience measurement 'wish list', and comScore's Media Metrix tool, which provides monthly analysis of consumer Internet behaviour.

Its aim is to then develop a standard for online audience measurement suppliers in the country, which includes increased transparency and audibility in methodology, as well as increased data segmentation and granularity.

'Because the online media channel has now become an essential part of most advertisers' media plans, it's imperative that associated audience measurement is as accurate as possible,' says Paula Gignac, President of IAB Canada. 'The formation of this committee is a critical part of accomplishing this task, and we're looking forward to working with all stakeholders to achieve and expedite this goal.'

Anne Myers, President, Canadian Media Directors' Council agrees, adding that the marketing community is demanding research that meets the 'high standards and depth of data' set by the Canadian market for all communication channels.

Those interested in joining the Committee should contact IAB Canada's Research Director Steve Rosenblum.

Web site: www.iabcanada.com .

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