IAB Canada Creates New Tripartite Industry Committee For Online Audience Measurement in Canada

Calls for Agency, Advertiser and Online Publisher Participants

Toronto, ON. January 27, 2009 - Following the success of IAB Canada's Inaugural Tripartite Industry Forum on Online Audience Measurement in Canada on December 10, 2008, IAB Canada is now calling for Agency, Advertiser and Online Publisher Research professionals, as well as Media Buying, Planning and Sales "super users" of comScore Media Metrix (and other Online audience measurement tools), to join together to help advance excellence in the area of Online Audience Measurement In Canada.

"Because the Online media channel has now become an essential part of most Advertisers' media plans, it's imperative that audience measurement tools associated with the Online medium be as accurate as possible in assisting Advertisers and Online Publishers in their individual tasks of researching, planning, buying and selling within the medium," says Paula Gignac, President, IAB Canada. "The formation of IAB Canada's Tripartite Industry Committee For Online Audience Measurement In Canada is a critical part of accomplishing this task, and we're looking forward to working with all stakeholders to achieve and expedite this goal."

The sentiment is echoed by the Canadian Media Directors' Council, who were also an integral part of the IAB Canada Industry Forum on Dec. 10th: "In an environment of amplified scrutiny and accountability of marketing spending, advancements in Online audience measurement have become imperative," says Anne Myers, President, Canadian Media Directors' Council. "To continue to recommend increasing levels of investment in this no longer nascent medium, the marketing community (Clients and Agencies), is demanding research that meets the high standards and depth of data set by the Canadian market for all communication channels."

IAB Canada's new Tripartite Online Audience Measurement Committee will act upon priorities agreed to by both "buyer" and "seller" representatives at IAB Canada's December 10, 2008 Industry Forum, which are outlined in the Report On IAB Canada's Inaugural Tripartite Industry Forum On Audience Measurement in Canada.

In the immediate-term, the duties for the Tripartite Committee will centre around:

• Conducting a gap analysis between the Ultimate Audience Measurement "Wish List" developed by stakeholders at IAB Canada's Dec. 10, 2008 Industry Forum and the current offering from comScore Media Metrix, in order to identify short-, medium- and long-term industry initiatives going forward;
• Developing official, Tripartite Industry Positions, Submissions and Requirements for Online Audience Measurement Vendors in Canada (comScore Media Metrix for now), re:
  • Increased Transparency in Methodology
  • Auditability Of Methodology
  • Increased Data Segmentation and Granularity
  • Tool and Interface Upgrades
• Evaluation, Applicability and Approval of IAB U.S. Audience Measurement Guidelines for the Canadian Market.

Now's Your Chance To Be A Part Of This Important Tripartite Industry Committee!
If you, or someone else within your organization is interested in joining and actively participating in IAB Canada's Tripartite Industry Committee for Online Audience Measurement In Canada, please contact Steve Rosenblum, IAB Canada's Research Director at: srosenblum@iabcanada.com or at 416-598-3400 (ext. 23). And, welcome aboard!!

For more information contact:
Paula Gignac
President, IAB Canada
iabcanada.com
416-598-3400 (ext. 26)

The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Interactive marketing and advertising industry, and is a not-for-profit association representing Canada’s most well-known and respected Advertisers, Agencies, Media Companies, Service Associates, Educational Institutions and Government Associations.

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