Whilst we are indeed virtuous, the ABA is not just a service provider. It is the media industry watchdog, endorsed by over 1,400 publisher members, (both large and small), most of whom have an online presence. In addition, our membership includes the majority of advertising agencies and media buyers led by the MFA, together with an array of advertisers to bring accountability to online ad spend. If that isn’t an authority to be commenting on online measurement, then what is?

The ABA’s Web Audit service is an industry based initiative which was developed with input from ALL sectors of the media industry together with direct advice from the IAB, MFA, IFABC and others. The audit methodology and the metrics used are based on core measurement principles which have been part of our industry for over a decade.

We are very much part of the online equation and look forward to continuing this debate at the forthcoming Mumbrella event.

Of course.

But in this context the Audit Bureaux is one of a number of providers of servicesservice providers to the online media industry. Perhaps the IAB as a more broadly representative online organisation would have been a better choice to canvas the debate around the issues rather than one service provider, however virtuous.

I’m keen to do so, but will probably make a decision once we see how Sydney goes (early signs are very good…)

Cheers,

Tim – Mumbrella

The ABA is uniquely positioned and ideally placed to be presenting on online metrics. Not only does it have over 78 years experience of setting, measuring and auditing media measurement standards (12 of them in online) it is a founding member of the International Federation of Audit Bureaux of Circulation (IFABC) who was the first global industry body to set web measurement standards.

Owned by Advertisers, Advertising Agencies and Publishers ensures that the majority of he industry is involved in standard setting while its not-for-profit status ensures it remains impartial and independent through the process.

I wouldn’t say it’s a sales pitch for TubeMogul, but more showcasing that whilst the rest of the world is moving into the world of NEW metrics, Oz is lagging by about 1yr. Should we/you not be discussing what is happening in the rest of the world? I would be happy to present this to you, and you can raise at the Masterclass……..The statements from the big players at UMWW and Zenith out of the USA surely should be something that everyone would take note of. You can strip out any mention of McLaren, and tone down TubeMogul, but from an industry perspective these developments should not go ignored.

Thoughts?

Cheers – Grant

And for your sales pitch for Tube Mogul. It sounds like it’s probably a bit too much of a sales pitch for our event.

But the very best of luck with promoting your product.

Cheers,

Tim – Mumbrella

Article in Mediaweek – http://bit.ly/medweek That sounds like a major improvement to digital buyers. “Online video ad targeting has been ham-handed to date,” said K-Yun J. Steele, vp, digital intelligence, Zenith Interactive. “This is a really exciting evolution.”

Press Release – http://bit.ly/BrianUMWW – “Transparency in video advertising matters now more than ever,” comments Brian Monahan, SVP at Universal McCann Worldwide. “As brand advertisers increasingly focus on the audience delivered as opposed to impressions and clicks delivered, the industry is going to need more networks like PlayTime that give media buyers more visibility to the end user experience.”

So mUmbrella, the question is, will anyone be talking about transparency, engagement levels, or interaction? More than happy to share this information at the MasterClass.

Cheers – Grant (McLaren Media – TubeMogul’s APAC partner)