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IAB Australia Decision Wrong, Says Nielsen

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In Australia, following a three-month review of how online audiences should be measured, the Internet Advertising Bureau (IAB) has announced that a panel-based methodology should become the industry standard. Nielsen Online has branded the decision ‘a step backwards’.

Following the review, the committee concluded that panel measurement is the ‘most appropriate solution for industry standard online audience measurement in Australia’, saying that it will give advertisers access to ‘vital’ demographic information on Internet users.

Nielsen Online favours site-centric measurement, which involves placing tags on the browsers of visitors. The firm has also been working on a hybrid measurement technique that combines site-centric measurement with panel based measurement.

However, the IAB has dismissed the idea of a hybrid approach. ‘There is undoubtedly a place for a hybrid solution at some point,’ confirmed committee Chairman Stuart Pike. ‘But for the immediate future our focus will be upon reviewing panel methodologies with a view to refining and tightening the current methodologies before they can be accredited.’

http://www.mrweb.com/drno/news7648.htm

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Written by digiton

december 5, 2007 den 12:01 f m

Publicerat i Analytics [EN]

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