IAB launch mobile audience measurement pilot
The IAB has launched a pilot program through Nielsen offering better measurement of the online and mobile market.
The announcement:
IAB Australia has taken another significant step to drive the growth of the online and mobile market, announcing that it has joined forces with seven key publishers to invest in and launch a Mobile Audience Panel Measurement Pilot. The Pilot, which has been jointly funded and will be delivered by Nielsen, will publish its first top line market data in Q2 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 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. Device data for tagged sites is already available from Nielsen’s Market Intelligence product.
