IAB: No date for currency launch, but it’s ‘closer’
The Interactive Advertising Bureau has today issued an announcement that its preferred new audience measurement system – to be offered by The Nielsen Company – is “closer to market readiness”.
As Mumbrella reported last week, the IAB chose Nielsen in May for a two year term, promising an “immediate” launch. However, there have been growing industry rumours of delays behind the scenes relating to the data the new metric is producing. The IAB denied those rumours.
However, today’s announcement still does not give a launch date, although a spokeswoman told Mumbrella it would be before the end of 2011. Mumbrella understands that this will be on the agenda of a board meeting of the IAB due to take place late next week.
The IAB announcement:
Given that time is linear, the IAB announcemnet is accurate that it is ‘closer to market readiness’.
But you might as well announce that the end of the universe is closer.
Doesn’t mean it’s going to be soon though.
Fusion or hybrid metrics are interesting but at the end of the day even more smoke and mirrors than census or panel metrics.
If the numbers are calibrated to favor the smaller publishers then perhaps the best outcome for the industry.
will this cover social media also?