British agency body the Institute of Practitioners in Advertising is teaming with the Interactive Advertising Bureau in a bid to improve the measurement of online audiences.

The two organisations have set up a taskforce to try to bring the framented world of internet measurement in line with methods for other media. The long-term goal is to produce a ‘gold standard’ that will fulfil the needs of marketers.

According to the IPA, topics to be investigated include: universe estimates and definitions; recruitment procedures, response rates, representativeness [sic] and churn rates; panel sizes; weighting; definitions of contact and reach; data editing procedures; reporting (timing and content); and data access/interface.

“The investment in online advertising is now significant and if it is to continue to grow we need transparent and accountable audience measurement,” commented IPA research director Lynne Robinson. “We hope that this initiative will … raise industry understanding and, therefore, confidence in the audience-centric measurement of online.”

Data sourced from: IPA Online; additional content by WARC staff