IAB refuses to endorse Nielsen’s new Digital Media Ratings methodology
As Nielsen prepares to reveal the methodology for its new-look Digital Media Ratings, IAB Australia has revealed it will not endorse the new product.
Nielsen has confirmed to Mumbrella it will do a “soft-release” of the latest dataset to clients but not the public today, 22 April, but the new audience data won’t be supported by the IAB. Nielsen and IAB first announced a new “privacy-compliant and future-proofed audience measurement system” in September 2020.
The IAB Australia’s Board, Executive and Measurement Council represents 15 media and agency organisations, and in a statement, said it believes that having a “robust, transparent, standardised currency from an independent measurement vendor is vitally important in providing a level playing field for comparison of audience reach and characteristics and provides confidence to advertisers for planning decisions on where to invest their media budgets”.
IAB CEO Gai Le Roy
