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Emirates Group welcomes the initiative to introduce the Effective Measure website visitor profiling tool in the Middle East. Any technology that provides more accurate estimates of visitor traffic and advances digital media in Emirates' home market should be embraced by media owners and agencies alike.

After years of little or no reliable research in the region Effective Measure is delivering a solution into the fastest developing medium that gives planners and clients a real opportunity to fine tune their digital plans and drive transparency in the region

By allowing for more accurate data on specific audience reach, we reduce wastage, are able to justify online channel selection far more rigorously, and, in the longer term, it will help the market grow by allowing the best performing sites to establish a premium on their own audience. Effective Measure definitely seems to do what it says on the tin and we look forward seeing it roll out here.

We are now able to understand the websites with which we want to advertise on in greater detail, both in terms of numbers and insights of users visiting those websites. The fact that these details are being provided by Effective Measure, certainly gives us more confidence in the digital landscape moving forward and the growing opportunities that it presents.

Effective Measure's entry into the marketplace shall help create an environment whereby monitoring, accountability and hence measurement of ROI shall become the norm and probably the first of its kind in the region across media

We know audience measurement is very important. It's a key for digital media growth. Some of our advertiser clients are even asking for this, but so far the large global players have not come into the market, which makes it harder for us to justify a larger percentage of budgets. We would support Effective Measure.

With the increased demand for digital advertising in the region, measurement tools have become a necessity to plan intelligent campaigns. We are happy to use Effective Measures to assist our clients plan smartly and to strengthen the transparency levels we have with all our advertisers.

We see having an industry standard measurement system like Effective Measure as one of the key factors to ensure further growth of the online sector in the region.

The effective Measure tool is different from the current tools on the market as they provide additional information on demographics that allow for our planners to more accurately target the specific audience that our advertisers are looking for. It would be great to have a single source standard in that would give our clients more comfort when spending money online.

We just got our first ad campaign from Starcom this week and the ads are running. It was a custom deal that was brewing for more than a year, but they finally went ahead now. I can only assume it is due to Effective Measure