April 2009

IAB Canada creates tripartite industry committee for online audience measurement in Canada

TORONTO — Following the success of IAB Canada’s Inaugural Tripartite Industry Forum on Online Audience Measurement in Canada in December 2008, IAB Canada is calling for agency, advertiser and online publisher research professionals, as well as media buying, planning and sales “super users” of comScore Media Metrix (and other online audience measurement tools) to join together to help advance excellence in the area of online audience measurement In Canada.
To that end, IAB Canada’s new Tripartite Online Audience Measurement Committee has committed to:

• Conduct a gap analysis between the Ultimate Audience Measurement “Wish List” developed by stakeholders at IAB Canada’s December industry forum and the current offering from comScore Media Metrix, to identify short-, medium- and long-term industry initiatives going forward;
• Develop official, Tripartite Industry Positions, Submissions and requirements for online audience measurement vendors in Canada (comScore Media Metrix for now), re: increased transparency in methodology auditability of methodology, increased data segmentation and granularity tool and interface upgrades; and
• Evaluate, apply and approve IAB US audience.

The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Interactive marketing and advertising industry. It is a not-for-profit association representing a membership composed of advertisers, agencies, publishers and interactive service associates. The report on IAB Canada’s Inaugural Tripartite Industry Forum on Audience Measurement in Canada is available at: http://www.iabcanada.com/reports/IABCanAudMeasForumFINALReport012109.pdf.