IAB dismisses page impression metric in search for best online measurement

The relevancy of the page impression metric has been called into question by the Interactive Advertising Bureau (IAB) the day after the Audited Media Association of Australia (AMAA) announced it would begin to report the numbers for websites which automatically refresh their pages.

The IAB Measurement Council will release its audience measurement direction paper on Monday seeking to establish which are the most meaningful metrics for media planners and buyers, ahead of a town hall meeting on the subject on Wednesday.

Gai LeRoy, director of research for IAB Australia, said media planners and buyers are after the “old school” measurement of reach and frequency that will work across the modern landscape of mobiles, apps and infinite pages.

She told Mumbrella that while publishers will look at a myriad of metrics, the IAB wants to provide guidance to advertisers to help them make informed decisions on audiences and inventory.