IAB Canada Creates New Tripartite Industry Committee For Online Audience Measurement in Canada



    Calls for Agency, Advertiser and Online Publisher Participants

    TORONTO, Jan. 27 /CNW/ - Following the success of IAB Canada's Inaugural
Tripartite Industry Forum on Online Audience Measurement in Canada on December
10, 2008, IAB Canada is now 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.
    "Because the Online media channel has now become an essential part of
most Advertisers' media plans, it's imperative that audience measurement tools
associated with the Online medium be as accurate as possible in assisting
Advertisers and Online Publishers in their individual tasks of researching,
planning, buying and selling within the medium," says Paula Gignac, President,
IAB Canada. "The formation of IAB Canada's Tripartite Industry Committee For
Online Audience Measurement In Canada is a critical part of accomplishing this
task, and we're looking forward to working with all stakeholders to achieve
and expedite this goal."
    The sentiment is echoed by the Canadian Media Directors' Council, who
were also an integral part of the IAB Canada Industry Forum on Dec. 10th: "In
an environment of amplified scrutiny and accountability of marketing spending,
advancements in Online audience measurement have become imperative," says Anne
Myers, President, Canadian Media Directors' Council. "To continue to recommend
increasing levels of investment in this no longer nascent medium, the
marketing community (Clients and Agencies), is demanding research that meets
the high standards and depth of data set by the Canadian market for all
communication channels."
    IAB Canada's new Tripartite Online Audience Measurement Committee will
act upon priorities agreed to by both "buyer" and "seller" representatives at
IAB Canada's December 10, 2008 Industry Forum, which are outlined in the
Report On IAB Canada's Inaugural Tripartite Industry Forum On Audience
Measurement in Canada.
    In the immediate-term, the duties for the Tripartite Committee will
centre around:

    
    -   Conducting a gap analysis between the Ultimate Audience Measurement
        "Wish List" developed by stakeholders at IAB Canada's Dec. 10, 2008
        Industry Forum and the current offering from comScore Media Metrix,
        in order to identify short-, medium- and long-term industry
        initiatives going forward;

    -   Developing 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

    -   Evaluation, Applicability and Approval of IAB U.S. Audience
        Measurement Guidelines for the Canadian Market.
    

    Now's Your Chance To Be A Part Of This Important Tripartite Industry
Committee! If you, or someone else within your organization is interested in
joining and actively participating in IAB Canada's Tripartite Industry
Committee for Online Audience Measurement In Canada, please contact Steve
Rosenblum, IAB Canada's Research Director at 416-598-3400 (ext. 23).

    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, and is a not-for-profit association
representing a membership composed of advertisers, agencies, publishers and
Interactive service associates.

    Report On IAB Canada's Inaugural Tripartite Industry Forum On Audience
Measurement in Canada:
    http://www.iabcanada.com/reports/IABCanAudMeasForumFINALReport012109.pdf





For further information:

For further information: Paula Gignac, President, IAB Canada,
iabcanada.com, (416) 598-3400 (ext. 26)

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