Last week’s introduction of IAB Australia & Nielsen’s Digital Content Rating (DCR) was a milestone that puts Australia at the forefront of global digital measurement. For the first time, publishers, agencies and marketers will now have access to daily digital audience data, albeit with a three day delay.
IAB CEO Solanki said: “The Australian digital industry – which now accounts for half of all advertising spend – has always been world-leading in the area of digital measurement. DCR is a game changer for the industry because it is daily, people-based and independent. It’s good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital.”
DCR is the third and final upgrade to digital audience measurement in Australia. The previous two saw IAB Australia and Nielsen release the first Australian mobile and tablet audience data after some delays, and stage two delivered monthly digital ratings across mobile and desktop.
This third instalment will provide audience reach data for over 1,000 sites, allowing digital publishers to track their off-platform audiences in addition to on-platform.
Take a look at the video below to see why the launch of Digital Content Ratings is important for Australia…