you need standard web audience measurements

by time news

IAB Italia, the reference association of digital adv with 200 partners including agencies, investing companies, publishers and AD tech, wants to emphasize the urgent need for standardized and shared audience measurements in the sector for a correct and balanced market development.


“In light of the ongoing debate at world and national level – also due to the imminent technological discontinuities (elimination of third-party cookies) – as an association we believe it is essential to create measurement systems based on maximum convergence and comparability of means and on the widest representativeness of all operators in the supply chain – declared Carlo Noseda, President of IAB Italia.

With the acceleration of digital technology that has permeated all sectors, it is necessary to rethink the evaluation of the return on investments on the various means used. The issue of advertising quality and transparency is crucial in order to attract new investments. This both on the demand side, which requires an integrated cross-platform evaluation of the campaigns, and on the offer to see the quality of its spaces enhanced.

“It is clear to everyone that it will be digital that will allow the integration of the measurement of different media and guarantee a more effective representation of the cross-platform and cross-device impact of advertising. For this reason, the introduction of standardized metrics is not only necessary, but fundamental: we continue to talk about viewability and brand safety but in the end companies are inclined to invest above all in OTTs that do not offer an objective guarantee on the effectiveness of their means, yet , represent 78% of the internet media market in Italy ”- continues Noseda.

Despite the technical and financial difficulties, the opportunity generated by the current discontinuity to create a system cannot be lost. The sector needs an advertising audience measurement system in line with the current forms of media consumption by users. The relaunch of investments is favored where the market offers a single voice and uses objective and non-self-referential metrics, especially by dominant operators.

IAB Italia, also by virtue of the skills and experience acquired in other international markets where it is present, is available to collaborate with other associations in the sector and Authorities to help define the best solution for the Italian market.

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