mUmBRELLA: Nielsen launches combined mobile and desktop audience numbers and reveal audiences for social sites including Twitter and Snapchat

Digital industry body IAB and Nielsen have launched Australia’s new digital audience measurement currency, fusing together audiences across desktop and mobile devices for the first time.

The new Digital Ratings (Monthly) replaces the Nielsen Online Ratings which measures the most popular news sites in the country, but also provide an insight into the audience size of services like Twitter and Snapchat.

It aims to give the market a first look at Australia’s total digital audience, de-duplicated, across PC, smartphone and tablet for both web browsers and apps.

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