IAB starts audit of digital ratings measurement system ahead of daily ratings move
The Interactive Advertising Bureau has kicked off an audit of the way it handles online measurement ahead of its move towards a daily ratings measurement.
The announcement:
In preparation for the launch of the third stage of the industry’s independent online audience measurement currency, IAB Australia’s Measurement Council has commenced a full process audit of the existing Digital Ratings (Monthly) product as well as the processes currently being put in place in preparation for the launch of Digital Content Ratings (Daily) in 2017. Digital Ratings (Monthly), delivered by Nielsen, provides an independent, cross-device view of the total digital audience across key digital devices, enabling agencies and advertisers to make more accurate decisions and gauge the reach of their digital investment.
The audit, which is being led by Gai Le Roy, IAB Australia’s Director of Research, along with an independent external auditor, is a scheduled process designed to ensure Australia’s online audience measurement currency remains the world’s most sophisticated and advanced measurement platform. Pre audit work already completed has resulted in 18 process changes being implemented, reflecting the fast moving nature of digital. The formal audit will commence in early December.
