IAB's new body to rival Barb for online measurement

Barb is currently at least three years away from launching an online
currency that can be used to measure video-on-demand, but the IAB claims
that existing online technologies can be adapted to do the job.

Guy Phillipson, chief executive of the IAB, said he would welcome the
involvement of broadcasters such as Channel 4 and ITV in the work of the
council, but said the technology companies behind the new- media
platforms were leading the agenda so far.

"The aim is to look at the measurement of areas such as product
placement in online and video-on-demand," he said.

Both existing online currencies and Barb's system of TV measurement have
been widely criticised as being unable to provide for the raft of new
VOD services being launched in the UK.

Barb is due to invite detailed tenders from technology providers for its
service in April, although the measurement of VOD under its contract is
not due to come into force until 2010.

Nigel Walley, managing director of digital consultancy Decipher, said he
believed the move by the IAB could represent the beginning of a battle
for territory in the area of VOD measurement between the traditional
broadcasting sector and online companies.

"What we're starting to see is early warfare between the internet
companies and the broadcasters," he said. "The currencies they are
looking to come up with are revenue generating and they will both want
to own this space.

"The question that has to be asked is whether senior investors at client
companies will tolerate different measurement systems, or whether they
will demand one overarching system."

Walley predicted that there would be pressure on the IAB and Barb to
work more closely together in the future.