Audience Measurement Council

The IAB Audience Measurement Council is the peak Australian industry group addressing the challenges of digital media measurement. Comprising the leading measurement and research analysts from seventeen of largest digital media organisations in Australia as well as representation from the Media Federation of Australia (MFA), the council is tasked with developing the industry audience measurement methodology most appropriate to support the continued growth of online advertising in Australia across all devices.

The Audience Measurement Council oversees the digital industry’s ratings currency service is that is delivered by Nielsen. More details on this can be found here.

2016 saw the launch of Digital Ratings Monthly combining desktop, smartphone and tablet audience data and 2017 saw the launch of a new daily ratings service called Digital Content Ratings (DCR) reporting on text, video and audio content. 

The Measurement Council sets its own annual program of work to review evolution and innovation of meaningful metrics for the market, address the key market needs for measurement, work with partner organisations, and submit recommendations to the IAB Australia Board. The council is also involved in setting the agenda for IAB’s annual measurement conference MeasureUp along with the Ad Effectiveness Council.

Priorities for the Council in 2018 include:

  • Weekly and monthly Digital Content Ratings roll out
  • Increasing coverage of digital video reporting in DCR
  • Review of Connected TV measurement
  • Improvements in reporting for under 18’s on mobile devices
  • Review of audience validation / campaign verification services for digital advertising (text, video and audio)
  • Assessment and local market implications of the MRC Digital Audience-Based Measurement Standards

IAB Measurement Council members:

 Members Jan2018

Measurement Council member representatives: 

Alicia Olson-Keating – ABC
Miriam Condon – Bauer
Henny Darvall – Carsales
Charles Dangibeaud Daily Mail
Taylah Harb – Daily Mail
Andrew Eckford – Facebook
Dominic Laforgia – Fairfax
Cassie Lewis – Google
John Grono – MFA
Gareth Tomlin – Network Ten
Heather White – News Corp
Davina Strait – Nine Entertainment Co.
Panding – Pacific Magazines
Mike Gill – REA Group
Jenny Blake – REA Group
Katie Megna – SCA
Emelia Millward – Seven West Media
Lamberto Di Gioia – Seven West Media
Darren Jeffries – Telstra
Sue McDonnell – The West Australian
Matt Tibbles – Yahoo7


If you have any questions relating to the work being carried out by this Council, please email gai@iabaustralia.com.au.

Apply to join this IAB Council