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IAB confirms new digital audio measurement play, while announcing Ad Tech Council

IABThe Interactive Advertising Bureau (IAB) is launching a Digital Audio Council to help push for audience measurement in the audio streaming space after Commercial Radio Australia (CRA) refused to cover the measurement need.

It will mean for the first time media buyers will have access to an independent audit for traffic to the plethora of audio streaming service currently in Australia including Spotify, Pandora, iHeart Radio and Rdio. Meanwhil the IAB has formally announced the launch of the Ad Tech Advisory Council, a move designed to help give voice to the growing number of technology players in the advertising space.

“Last year key players in the space sought out the IAB to discuss how we can tackle and address their needs to moving forward, particularly in the audience measurement space,” Alice Manners, CEO of IAB Australia told Mumbrella.

The announcement is controversial given CRA resistance to the move previously. Asked about the lack of measurement in the streaming space last year CRA’s Joan Warner said: “I think we’ll leave the Pandoras and Rdios of the world to look after themselves for the time being.”

Today Manners played down any dispute rift between the two bodies saying other countries had Digital Audio Councils and said they were consulting with CRA in the process.

“This is absolutely not a challenge to CRA. The IAB works collaboratively with all trade association and we have been in discussions with Joan on the next steps,” she said. “This Council exists in other markets.”

Commercial Radio Australia has long been against including measurement for audio streaming in the official radio ratings but in its statement the IAB said the new Digital Audio Council would be formed “with the purpose of creating standards and best practices to help bring clarity to the audio marketplace”.

On the role of the new Ad Tech Council, Manners said the new body would be involved in helping to give voice to the growing new of marketing tech players emerging in the space.

“In 2015 every company involved in the sale of interactive advertising revenue will have an even greater opportunity to have a voice in the process of continuing to define the future of digital advertising in Australia,” said Manners.

“The Council will strive to educate marketers and agencies on the value of audio as a powerful and effective advertising medium, particularly since music and other forms of audio content increasingly are being delivered digitally via the Internet.”

The Ad Tech Council will launch with representatives from technology platforms: Appnexus, Amobee, Sizmek, Criteo, Adroll, Exponential, Integral Ad Science, Radium One and Spotxchange and will start by surveying marketers, on the technological challenges they face and what operational solutions can be offered from from a brand and industry perspective.

(Left to right) Back row: Dave Osborn - Appnexus; Jeremy Crooks - Criteo; Alice Manners - IAB Australia; Ben Sharp - Adroll; and Ben Maudsley - Exponential. Front row: Matt Hunt - Amobee; Carolyn Bollaci - Sizmek; Evgeny Popov - Radium One; Matt Von der Muhll – SpotXchange.

(Left to right) Back row: Dave Osborn – Appnexus; Jeremy Crooks – Criteo; Alice Manners – IAB Australia; Ben Sharp – Adroll; and Ben Maudsley – Exponential.
Front row: Matt Hunt – Amobee; Carolyn Bollaci – Sizmek; Evgeny Popov – Radium One; Matt Von der Muhll – SpotXchange.

Nic Christensen 

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