The majority of agencies, advertisers and media owners using internet audience measurement are not satisfied with the metrics and information available, according to a survey.
The MIA Project Audience and Traffic Measurement global survey found that just 29 per cent of respondents believed that audience measurement calculations are clear and transparent, while less than a quarter (23 per cent) found measurement consistent.
The lack of consistency in measurement across countries and regions is considered to be one of the main issues facing measurement in digital marketing, with 63 per cent of those surveyed pointing to this as a major issue.
The MIA (Measurement of Interactive Audience) Project Working Group will use the survey results to embark on a consultation process with regulators and vendors of audience measurement.
Alison Fennah, the co-chair of the MIA Project and executive director of the European Interactive Advertising Association, said: "This is the first global survey of the executives that work in the online advertising sector about the audience measurement tools available to them.
"It shows us that whilst they have a good level of understanding of what the tools are meant to do, they think that finding consistent, clear and comparable data either for one market or for multi-national projects is a major challenge."
The MIA plans to release the results of its survey during the summer.
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