IAB and Nielsen Launch 'Total' Digital Ratings Tool

IAB Australia and Nielsen have launched 'Digital Ratings (Monthly)', a new service promising to measure the country's total digital audience unduplicated across PC, smartphone and tablet, for both web browsers and apps.

The new measure combines Nielsen's existing PC panel for home and work with nationally representative panels of Australian smartphone and tablet Internet users, along with census tagged data for PC and mobile web. According to the organisations, this will provide an independent, cross-device view of the total digital audience, to enable publishers to see how their audiences have grown across all digital devices, and help agencies and advertisers gauge the reach of their digital investments.

The launch is the second of three IAB Australia/Nielsen collaborations, following a service providing a view of Australians' mobile and tablet audience data. The third, to be known as Digital Content Ratings, will tap third party data for additional scale.

According to Monique Perry (pictured), Nielsen's Head of Media: 'This launch will see the Australian market transition to daily delivery of digital audience data, across sites big and small. It's a very exciting time for the digital industry and we at Nielsen are thrilled to walk alongside the industry and have their incredible support as we pioneer digital audience measurement'.

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