The Interactive Advertising Bureau’s (IAB) Canadian division has released a report outlining its plans for 2010 and recapping its achievements in 2009.
Highlights of the organization’s focus for 2010 include the review of IAB US’s digital video ad-measurement guidelines for potential adoption in Canada, and a continued focus on oversight and transparency related to online audience measurement in Canada. At the same time ComScore’s Research Advisory Council (CRAC) will also focus on ‘continued evaluation and oversight of ComScore’s ongoing efforts to recruit, integrate and balance panelists within their MM360 methodology’ and ‘continued evaluation and oversight of ComScore’s ongoing efforts to refine and expand the use of Session Attribution Technology to identify individuals by session.’
Additionally, the IAB says that ComScore will assist IAB Canada in its mandate of industry education by extending its webinar series about the proper use of MMX 360 tools.
The IAB also summarized its achievements for 2009, which included facilitating the international launch of ComScore’s MMX 360 in Canada and the approval of IAB US’s online audience reach measurement guidelines for the Canadian marketplace.
This story was updated April 5, 2010 to reflect the following clarifications:
In regards to the IAB US digital video ad-measurement guidelines, the original story cited Canadian 2010 ‘adoption’ plans, when in fact the IAB’s release stated ‘IAB Canada’s Tripartite Audience Measurement Committee will evaluate and approve IAB S’s Digital Video Ad Measurement Guidelines.’
The original story referred to ‘a continued focus on the implementation of ComScore’s Media Metrix 360 methodology so it best reflects the totality of the Canadian online population’ and has been amended to clarify that IAB’s remit as it pertains to ComScore Media Metrix 360 methodology does not entail an implementation role, and that the reference to reflecting the Canadian online population was incorrectly cited by MiC as pertaining to the methodology, when in fact it was meant to refer to the panel itself. The original story’s statement: ‘It will also continue to pursue the ‘evaluation and oversight of ComScore’s Session Attribution Technology”, has also been amended to ‘continued evaluation and oversight of ComScore’s ongoing efforts to refine and expand the use of Session Attribution Technology to identify individuals by session.’ Furthermore, the original story stated ‘IAB’s ComScore Research Advisory Council will also focus on ComScore’s expansion of MM360 to video and industry education about the proper use of MMX360 tools’, which was changed to reflect the nature of the IAB’s Committee’s involvement with comScore’s Research Advisory Council.
Finally, the original story stated IAB 2009 acheivements included ‘assisting in the international launch of comScore’s MMX 360′, which was changed to ‘facilitating’ as per IAB’s request for clarification.
