The paper describes the challenges and opportunities in improving online audience measurement as perceived by paying clients. It also proposes a direction for online accountability, including a recommendation to establish an international joint industry working group to develop global guidelines.
Bernhard Glock, VP global media and communication, P&G & WFA president, said: “Although this paper reflects the thinking of digital specialists, it also recognises the importance of understanding ROI from a multimedia perspective. Marketers need online audience measurement to evolve globally. This document provides how as a collective community we can drive ROI via better and more integrated measurement.”
Stephan Loerke, managing director of the WFA, added: “We hope that these insights will positively influence some of the existing and planned online measurement initiatives.”
The WFA position paper can be downloaded here.
