Blueprint for IAB's digital audience measurement introduces daily reporting

Nielsen reveals first details of its new digital audience measurement blueprint for the digital marketing industry

Nielsen has unveiled first details of the IAB’s new digital audience measurement blueprint, which will see daily metrics delivered for the first time.

In a statement, the measurement firm said introducing mobile and tablet audience measurements will be one of the cornerstones of the blueprint, and expects to make these available during the first half of the year.

The blueprint also sees the current monthly audience reporting cycle replaced with a daily audience measurement service from 2016. To assist with this shift to daily reporting, Nielsen has appointed its former Media Group business director, John Price, to lead its IAB relationship and the association’s Measurement Council, effective immediately.

Nielsen will also introduce big data partners to increase the scale of people measured from one in 2000, to just one in every two. The blueprint will use the same methodology as that underpinning Nielsen’s Online Campaign Ratings measurement solution, released to market in early 2013.

The new scale will allow Nielsen to itemise cross-platform audiences across desktops, smartphones, tablets and applications, consistently measure sites with smaller audiences, and deliver all data on a daily basis, the company said.

Head of Nielsen’s Media Industry Group, Monique Perry, labelled the blueprint “unprecedented” and anticipated it will change the way digital is measured and reported on by media, agencies and brands. Nielsen will launch smartphone and tablet audience measurement shortly.

“The IAB and Nielsen have produced what we believe is a world-leading digital audience measurement solution,” she said in a statement.

“It delivers richer and faster information for the industry to make even stronger advertising investments across more sites.”

The IAB selected Nielsen as its preferred digital audience measurement partner last October under a three-year contract. The digital audience measurement reporting overhaul will be rolled out in stages.

Read more: Marin kicks off 2015 ad tech M&A activity with SocialMoov acquisition

The pair also embarked on a new mobile advertising measurement pilot in December 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in