IAB and IPA tight-lipped over measurement plan

New Media Age, July, 2003 by Chris Dillabough

The Interactive Advertising Bureau (IAB) and Institute for Practitioners in Advertising (IPA) are refusing to say whether they aim to appoint a single company as the industry-approved provider of user-centred audience measurement services.

Speculation is mounting after the trade bodies--the IAB comprising digital media owners and the IPA ad agencies--said they'd set up a taskforce to "explore creating a gold standard measurement system".

User centred measurement services, employing panels or online pop-up surveys, are currently provided by a number of players in the DK, including Nielsen//NetRatings and Red Sheriff. But in some countries, trade bodies have tendered to find an 'official' measurement provider in that market, effectively producing an Internet...