IAB Australia Rolls Out Measurement Service

In Australia, the Interactive Advertising Bureau (IAB) has officially launched its online audience measurement methodology and service, after what it describes as 'an exhaustive process and review'. September data will be available next week.

Nielsen was awarded the contract in May after an eight-month tender process. The research giant will be using its hybrid 'people-based metrics' system which combines tag-based data with panel-based measurement, to allow comparison between online and other media.

Beta hybrid data from Nielsen Online Ratings has been reviewed monthly by the IAB Measurement Council over the past five months, and the panel was audited and certified by independent auditor Professor Peter Danaher.

Peter Cornelius, MD of Media at Nielsen, says Nielsen will also be releasing 'a new user interface for subscribers with audience metrics and reach and frequency tools to provide like with like comparisons with other media.'

IAB Australia and Nielsen will be jointly hosting a series of seminars on the new system next month, covering Sydney, Melbourne, Brisbane, Adelaide and Perth.

Web sites: www.iabaustralia.com.au and www.nielsen.com .