Roy Morgan and Effective Measure partner on web measurement

July 29, 2010 at 1:03 PM

Media buyers and owners face the prospect of having four different hybrid web measurement services to choose from in the coming months following news of a deal between Roy Morgan Research and Effective Measure International.

The joint offering will combine data from the Roy Morgan Single Source syndicated research study of the multimedia consumption habits, purchase intentions and attitudes of more than 50,000 Australians, with Effective Measure’s cookie-based web audience measurement technology.

Roy Morgan CEO Michele Levine (pictured) said the joint venture heralded “a new era of web measurement and understanding in Australia”.

Effective Measure International founder and SVP of market development James Robertson added: “For the very first time, advertisers will have access to detailed demographic, lifestyle and attitudinal information across all online properties in Australia, offering reliable and exciting insights into how best they can reach their target audience.”

News of the tie-up between the two firms follows reports that the Internet Advertising Bureau is to put out a tender to find a supplier for an industry-backed hybrid web measurement system to produce currency data for ad buying and selling.