IAB Australia Launches Mobile Audience Panel Pilot

In Australia, the IAB (Interactive Advertising Bureau) has joined forces with seven publishers to launch a measurement pilot for a 'Mobile Audience Panel', which will be jointly funded and delivered by Nielsen.

The pilot panel program, which will deliver both site and app mobile usage data at a brand level, will include a representative sample of Android and iOS smartphone and tablet users, tracked using an electronic mobile meter. Top line data will be published in the second quarter of next year.

Alice Manners (pictured), CEO of IAB Australia, says the panel is 'an important advancement in mobile audience measurement which is currently lacking in the industry'. She adds: 'We see this as a first step on the path towards the development of a mobile measurement currency and we are pleased to be working with Nielsen.'

The appointment of Nielsen for the pilot follows a review conducted earlier this year involving vendors with a suitable mobile solution able to meet the pilot timing requirements. Device data for tagged sites is already available from Nielsen's Market Intelligence product.

Web site: www.iabaustralia.com.au .