IAB seeks hybrid web audience measurement


What elements will project an ideal view of your online audience?‎

TODAY?  TOMORROW?

Excerpt: “The Australian” revealed yesterday that the IAB is on the verge of calling for tenders for a so-called hybrid system, which combines data collected on websites with data collected from internet users.

Controversy… Dispute…Debate

The IAB should consider looking for a collective and continuous process, as so many variables will change creating an exhaustive cycle of out-of-date  currency data for ad buying and selling.

Both New and traditional research providers should be part of the process. More important to note…Flexibility moving forward.  Online will “forever” continue to evolve and all forms of measurement must be prepared to do the same.

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