EIAA and IAB launch joint measurement project
Two European internet advertising bodies have joined forces to establish international audience measurement standards.
The project is being carried out by the Interactive Advertising Bureau Europe (IAB Europe) and the European Interactive Advertising Association (EIAA), and it aims to establish standards for both user-centric and site-centric systems.
It will consider emerging measurement techniques in various other countries and will also identify the prime requirements for online media planning. The initiative has the support of the IAB’s equivalents in Canada, South America, the US and Australia. The US IAB recently started up its own working group for the same purpose.
The European working group will be chaired by Rene Lamsfuss of IAB Germany and it will also include members from IAB Europe, EIAA and local organisations.
"The MIA Project will clearly benefit from the extensive consultations and research that have already taken place in the UK," Laurence Bird, head of research and planning at IAB UK, said in an interview with internet site Research.
He claims that the initiative comes at a good time for the UK’s market - as a joint industry committee is currently working toward a common online planning system.
