IAB Future of Measurement Report - Sept. 2019

The Australian online advertising market has grown significantly in size and complexity, and hence audience and advertising measurement.

The Australian online advertising market has grown significantly in size and complexity, and hence audience and advertising measurementneeds to continue to evolve to ensure diverse commercial opportunities and monetization of digital audiences.

The Future of Measurement review has been conducted to understand the priorities of the market (including advertisers, ad agencies, mediaowners, tech providers and research/data vendors) to drive confidence in digital advertising into the future. The scope of our review has defined the digital measurement landscape to include content ratings, ad ratings, ad verification and ad impact.

The IAB is involved in endorsing digital content measurement currency to provide independent, comparable and trusted data that has thesupport of both buy and sell sides of the market. The IAB does and can play an increasing role in other areas of measurement to ensurequality, transparency and confidence.

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