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IAB Europe and EIAA push accountability

by Hayley Pinkerfield Revolution UK 24-Oct-07, 11:45

EUROPE - The Interactive Advertising Bureau Europe (IAB Europe) and the European Interactive Advertising Association (EIAA) have announced a new joint initiative to create the first standard, international definitions for interactive audience measurement.

The project reflects a move towards greater accountability as the online advertising industry grows across markets.

The Measurement of Interactive Audience Project (MIA Project) will identify the specific requirements of advertisers and agencies for online media planning and look at the differing measurement terminologies used across countries. It will analyse existing audience measurement and their effectiveness in addressing advertiser and agency needs. The goal is to create industry standards to apply to the planning phase of international advertising campaigns.

The MIA programme is a collaboration between EIAA and IAB Europe; endorsed by all IAB organisations within Europe and supported by IAB Chile, IAB Australia, IAB USA, and IAB Canada.

Alison Fennah, executive director of the EIAA, said: "Individual markets are showing strong growth and the EIAA is seeing an increase in centralised planning and buying activity on major publishers and international networks so it's an ideal time to take forward measurement at a local and international level. Breaking down the barriers to online advertising has always been a collective objective of both associations and this project will play a crucial part in achieving that goal."

Laurence Bird, head of research and planning, IAB, said: "This initiative comes at the perfect time for the UK, as the industry is working hard on making the internet more accountable as a branding medium."