IAB teams up with Nielsen to provide digital data stats
The Internet Advertising Bureau in Australia has partnered up with audience statistics group Nielsen to develop what has called its ‘Mobile Audience Panel Measurement Pilot’.
The first figures will be available in Q" of 2014
It said the experiment will yield its first data during 2014.
“The Pilot Panel program will address the short to medium term requirements of the online industry, delivering both site and application mobile usage data at a brand level to advertisers,” the IAB said in a statement announcing the partnership.
“The Panel will be constructed by Nielsen to include a representative sample of Android and iOS smartphone and tablet users tracked using their Electronic Mobile Meter,” the statement added.
Alice Manners, CEO of IAB Australia said that mobile was an important sector, and the pilot was an important advancement in mobile audience measurement.
The IAB said that mobile advertising is currently experiencing significant growth in the Australian market, and represents 11 percent of the total online advertising market with an expenditure of $110.7m.