IAB insists new Nielsen audience measurement is ‘on track’ despite non launch

Tim Burrowes

September 20, 2011 10:33

The Interactive Advertising Bureau has insisted that the introduction of its approved system for measuring Australian online audiences is “well on track and on time” despite four months having passed since the deal with Nielsen was revealed.

At the announcement of the decision – which saw The Nielsen Company appointed for an initial two years – the briefing was told that the launch would be immediate.

But a spokeswoman for the IAB today told Mumbrella that this actually referred only to beta testing, which she claimed was “on track”. She said: ‘We will hit the milestones we’ve set out.” She said that a further announcement would be made soon.

She insisted that industry specualation heard by Mumbrella regarding issues over the data was untrue.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.