Audience Measurement

The goal of the IAB and the entire interactive industry is simple: to achieve transparency in audience counts and to revise out-of-date methodologies.

For the interactive industry, one that is committed to delivering accountability, integrity in audience measurement is a fundamental necessity.

The IAB believes that all companies involved in audience measurement should be audited for their processes.  These audits are intended to establish the source of any measurement discrepancies and to find potential solutions.

All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making. Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform.

Click here to view a complete timeline of the IAB’s quest for transparency in Audience Measurement.