AdNews: IAB and Nielsen launch 'holy grail' of digital measurement

AdNews, March 31: The IAB and Nielsen have finally revealed their new total audience digital measurement offering, which the pair have described as the “holy grail” of digital measurement.

Digital Ratings (Monthly) fuses together Nielsen's data from home and work desktops with Australian smartphone and tablet internet user info, as well as census tagged data for PC and mobile web.

Outgoing CEO of the IAB, Alice Manners, explained in a media briefing that this is the most significant and important launch the IAB has made in partnership with Nielsen since the businesses rolled out the Nielsen Online Ratings in 2011.

- Sarah Homewood, AdNews

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