Quest for online advertising measure gets serious

A number of senior media industry figures have joined the board of the online advertising peak body the Interactive Advertising Bureau Australia in an attempt to accelerate attempts to create a standard measure for the industry.

The IAB has been struggling to come up with a way of measuring online audience that will be acceptable to advertisers, internet research companies and online content companies since it formed a committee to investigate the issue last year.

Senior industry figures including Yahoo7 chief Rohan Lund, Ninemsn’s Tony Faure, Fairfax Digital’s Nic Cola and News Digital Media’s Nick Leeder have now reportedly joined the board of the IAB in an attempt to build some new urgency behind the task.

The media companies behind the IAB are reportedly also planning to contribute some additional resources to the IAB so that it can hire a full-time chief executive.

The Australian reports, however, that calls for new funding to be made available to support the creation of an online measurement standard have been rejected by IAB’s media company members.

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