IAB Australia to Publish Daily Digital Audience Data

In Australia, the IAB (Interactive Advertising Bureau) and Nielsen have rolled out the latter's Digital Content Ratings (DCR), providing regional publishers, agencies and marketers with daily digital audience data for the first time.

Nielsen is IAB Australia's sole and exclusive preferred supplier of digital audience measurement services. DCR combines digital device panels with census-based measurement, to provide media buyers and owners with a dataset delivering a daily view of how people engage with text, video and audio content across all digital devices.

The launch is the last of three upgrades to the digital audience measurement system in Australia. Stage one saw IAB Australia and Nielsen release the market's first view of Australians' mobile and tablet audience data; while stage two delivered Digital Ratings (Monthly), giving the Australian market its first view of their total audiences, unduplicated, across digital devices.

IAB CEO Vijay Solanki (pictured) comments: 'The Australian digital industry - which now accounts for half of all advertising spend - has always been world leading in the area of digital measurement. DCR is a game changer for the industry because it is daily, people-based and independent. It's good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital'.

Web sites: www.iabaustralia.com.au and www.nielsen.com .