IAB Australia Studies the Future of Measurement

Digital ad trade body IAB Australia has begun work on an initiative called the Future of Measurement, examining audience and outcomes measurement systems; offering guidance on best practice; and setting out how it thinks the field is likely to evolve in Australia.

During the project the association will consult with marketers, agencies, media owners, platforms, measurement vendors, data partners and other industry bodies. The project will also draw on global work from across the IAB network including IAB US's Project Eidos, which is developing industry principles and frameworks for the next generation of advertising measurement. The first wave of findings will be shared with the industry at IAB Australia's MeasureUp conference in Sydney on 2nd September this year.

Director of Research Natalie Stanbury (pictured) comments: 'Media consumption continues to fragment across platforms, devices and formats while marketers face increasing pressure to demonstrate the business impact of their advertising investment. Meanwhile measurement approaches are evolving quickly, with greater use of incrementality testing, attribution analysis and marketing mix modelling. The challenge for the industry is how these approaches work together and how we can maintain trusted and comparable measurement across channels.'

She adds: 'As signals evolve and cross media planning becomes more complex, AI based approaches may help improve analysis and efficiency, but transparency and strong methodology will remain essential.'

Those interested in taking part in the consultation can contact natalie@iabaustralia.com.au . The association is online at www.iabaustralia.com.au .