IAB Australia appoints News Corp’s Natalie Stanbury as research director and launches new measurement initiative

Research director at News, Natalie Stanbury, is to join IAB Australia as the industry body prepares to launch a project reviewing audience measurement systems across media platforms.

The Future of Measurement project launching this month will see the IAB consulting with industry stakeholders and examining overseas development in audience measurement in the face of the ongoing evolution of the Nielsen Digital Content Ratings.

Stanbury joins the IAB from News Corp

Since the IAB and Nielsen announced their digital audience measurement service in 2013, the organisations have found measuring online audiences to be difficult with the scheme’s third iteration in 2017 being revised a year later to show large jumps in online publishers’ readership numbers.

The new project will look at measurement solutions, standards for ad measurement, delivery and verification, along with guidelines and best practices aimed at improving the data and metrics available to marketers, agencies and publishers.

Along with the research to be carried out by Stanbury, the IAB will also conducting a buy and sell side research survey on the market with the finding presented at an industry Town Hall meeting on 25th March

The final report is expected to be released in April 2019.

Gai Le Roy, CEO of IAB Australia said: “Natalie will be working closely with Nielsen (including DCR), PwC and all our partners as well as assessing needs from all our members across the industry. She will help run both the Measurement Council and Ad Effectiveness Council.

“While the IAB has been consistently leading the efforts to drive continual enhancements of our markets digital advertising measurement solutions, it’s been five years since we conducted a complete review of the market requirements.

“As the peak body for digital advertising, we hold a great deal of responsibility to ensure all voices are heard and that a comprehensive plan is developed to address the future requirements for both audience and cross media measurement. We look forward to working with industry on this Future of Measurement project.”

Commenting on Stanbury’s appointment Le Roy said: “I’m delighted that Natalie has agreed to join me at the IAB. Her research pedigree is exceptional and I’m confident that all in market will agree that her appointment is a real win for the ongoing development and focus of our online advertising industry.”

Stanbury will start work with the IAB Australia on 11th February. Prior to News Corp she spent five years as head of research and insights at Fairfax Media, as well as working with Ninemsn and Ticketek.


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