IAB launches hunt for preferred currency of online audience

Tim Burrowes

September 27, 2010 11:51

The Interactive Advertising Bureau – which represents Australia’s major digital publishers – has confirmed it is to run a tender for an online audience measure.

The move could potentially see one of the existing measurement services become the preferred supplier for a three year period. Or it could lead to the arrival of yet another new metric within the market.

The IAB has appointed Ian Muir – who most recently helped oversee the introduction of outdoor audience measurement MOVE – to chair its technical review group.

However, unlike, the outdoor, industry, IAB members will not be funding the online metric, instead relying on the winning vendor to set a price to use its service within the market.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.