The Australian Association of National Advertisers (AANA), the Audit Bureau of Circulation and the Internet Industry Association (IIA) have banded together to come up with a system of comparable advertising metrics for the domestic Internet industry.
The three industry groups plan to create a simplified standard for comparing figures within three months in an attempt to curb what is perceived by some as growing cynicism in the advertising market over the effectiveness of advertising online.
General manager of the AANA, Sara Morton-Stone, said many companies advertising online are baffled by the loosely-defined terms of "hits" and "page impressions" and even more confused by the lack of definition in other metrics such as "unique host", "ad impression" and "ad click".
"Following consultations with industry associations, measurement firms and advertisers which took place prior to Christmas, we have in-principle agreement for the need to progress with this work from the stakeholders on the supply side," said Morton-Stone. "We then consulted with advertisers, ad servers, media buyers, sales reps and major publishers and subject to further consensus emerging, see no reason why we could not arrive at an agreed set of measurement principles within the next three months."
The eventual aim of the project is to provide better accountability for the online ad spend and restore confidence in its effectiveness.