LONDON: The European Interactive Advertising Association and the Internet Advertising Bureau Europe have joined forces to undertake a new survey aiming to improve the quality of online audience measurement in nineteen countries around the world, from the US to China.

The new Measurement of Interactive Audience survey will collect the views and opinions of advertisers, publishers, networks and trade associations across the online media industry.

It hopes to uncover what measures the industry would find most useful, establish a set of standards and guidelines, and generate ideas for future development of internet audience measurement.

Thomas Duhr, co-chair of the project, says: "We remain focused on easing the online media planning process across borders and the results of this research will enable us to analyse current agency planning practices and identify the key challenges faced by the industry.”

Participants will include all the IABs in Europe, as well as IAB Chile, IAB Australia, IAB US, IAB Canada and the Asia Digital Marketing Association.

Data sourced from BrandRepublic (UK); additional content by WARC staff