Advertisers Not Satisfied with Online Metrics

Users of Internet audience measurement are not satisfied with the metrics and information available to them, according to feedback from a new survey conducted among more than 800 executives from ad agencies, media publishers, ad networks and advertisers across the globe.

The MIA Project Audience and Traffic Measurement survey was conducted by European online ad bodies IAB Europe and the EIAA. Almost half (47%) of respondents had a multi-national remit covering online media in markets outside their home country, with two thirds (63%) having worked in digital for four or more years.

While 96% said that it is important for measurement calculations to be clear and transparent, only 29% were satisfied that this is currently the case in practice. Similarly, 96% of those surveyed said that it was extremely important to have consistency in terms of measurement calculations, but even fewer (23%) were satisfied that this need is fulfilled.

Among those with international responsibilities, the lack of consistency across countries and regions is considered to be one of the biggest issues facing measurement in digital marketing, with 63% of this group agreeing that the lack of consistent measurement between countries remains a significant challenge in accessing the information they need.

The survey also found that there remains 'significant room for improvement' in current industry standards, with 92% of respondents stating that it is important for audience measurement to conform to agreed industry standards, but only 23% being satisfied that this takes place.

In addition, 85% said it was important for measurement systems to be independently verified, with just under a third (31%) satisfied that this occurs in reality.

'The vast majority of survey respondents feel that the industry needs consistent and clear measurement calculations,' said Nicki Lynas, Co-Chair MIA Project and Head of Research at IAB UK. ' It is vital that the online advertising industry can be accountable to everyone and we hope that the results of the MIA Project survey will help all the stakeholders in the industry come together to attain this goal.'

Results of the survey are currently being analysed by the project working group, and feedback will be presented to bodies involved with the regulation, monitoring and validation of measurement in online advertising. A roadmap will be produced next month to improve online's accountability.

The MIA - The Measurement of Interactive Audience Project was established in 2007 to develop 'standard, comprehensive international definitions' for interactive audience measurement.

Web sites: www.iab.net and www.eiaa.net .

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