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IMRB Debuts Web Audience Meter
In India, Kantar-owned IMRB has launched the 'Web Audience Measurement' (WAM) system, which uses a panel of people issued with a new custom-built metering device.
 The WAM system, which has been piloted for more than six months, uses metering technology which is capable of capturing a panelist's Internet usage across multiple machines.
In instances when a machine is accessed by multiple users, the meter is designed only to capture data from the panel member. The firm says it can capture data from multiple browsers including all versions of IE, Chrome, Firefox, Yahoo! Messenger, Google Talk and MSN Messenger.
The meter has been developed not only to measure how many people access the Internet, but also their profile by age, sex and demographics, and whether they do this on weekdays or weekends, at the office, home or elsewhere.
Data reporting is managed through a tool which enables pre- and post-media planning, duplication analysis and profiling.
'With WAM we can fully realise the potential of the Internet as an advertising and marketing medium,' states IMRB President, Thomas Puliyel. 'We will be able to measure the effectiveness of the medium in terms of reach and frequency, just like any other medium.'
The new solution is a joint effort between IMRB and the Internet and Mobile Association of India (IAMAI).
Web site: www.imrbint.com .
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