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Online Ad Orgs to Collaborate on Measurement Standards
Two European online ad bodies, IAB Europe and the EIAA, are to collaborate to develop 'standard, comprehensive international definitions' for interactive audience measurement. The standards will cover site-centric, user-centric and combined measurement systems.
The new project, called MIA - The Measurement of Interactive Audience Project, will begin by examining advertisers' and agencies' requirements for online media planning; and the various measurement terminologies used across countries at present.
Endorsed by all IABs in Europe, MIA is also supported by IAB Chile (representing South America), IAB Australia, IAB US and IAB Canada. IAB Germany member René Lamsfuss will chair the working group, which will also meet with national Joint Industry Committees and IFABC.
Laurence Bird, Head of Research and Planning at IAB UK, says the project will benefit from existing consultations and research in the UK: 'This initiative comes at the perfect time for the UK, as the industry - via JICIMS - is working hard on making the internet more accountable as a branding medium.'
Alison Fennah, Executive Director of the EIAA, says the move comes as 'Individual markets are showing strong growth and the EIAA is seeing an increase in centralised planning and buying activity on major publishers and international networks', and believes it will play 'a crucial part' in the bodies' objective of 'breaking down the barriers to online advertising.' Thomas Duhr, Vice President IAB Europe steering MIA within IAB Europe, says it will 'ease online media planning across borders and ensure the growth of interactive advertising through improved accessibility and consistent accountability.'
IAB (Interactive Advertising Bureau) Europe and the EIAA (the European Interactive Advertising Association) are online at www.iab.net and www.eiaa.net respectively.
The EIAA is a pan-European trade organisation for sellers of interactive media, whose members' networks account for 79% of the European online audience. IAB Europe is a federation of national associations and trade association partners across Europe, within worldwide interactive ad trade association the IAB.
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