IAB confirms new digital audio measurement play, while announcing Ad Tech Council

The Interactive Advertising Bureau (IAB) is launching a Digital Audio Council to help push for audience measurement in the audio streaming space after Commercial Radio Australia (CRA) refused to cover the measurement need.

It will mean for the first time media buyers will have access to an independent audit for traffic to the plethora of audio streaming service currently in Australia including Spotify, Pandora, iHeart Radio and Rdio. Meanwhil the IAB has formally announced the launch of the Ad Tech Advisory Council, a move designed to help give voice to the growing number of technology players in the advertising space.

“Last year key players in the space sought out the IAB to discuss how we can tackle and address their needs to moving forward, particularly in the audience measurement space,” Alice Manners, CEO of IAB Australia told Mumbrella.

The announcement is controversial given CRA resistance to the move previously. Asked about the lack of measurement in the streaming space last year CRA’s Joan Warner said: “I think we’ll leave the Pandoras and Rdios of the world to look after themselves for the time being.”