New internet audience measurement tool to boost online advertising

Tuesday, 26 January 2010 10:10

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The organisation believes that the soon to be announced figures from Nielsen's UK Online Measurement Company (UKOM) could help marketers divert their expenditures online.

Guy Phillipson, chief executive of the IAB UK, commented, “UKOM, which will enable agency planners to measure the radius of online campaigns, is likely to develop brand advertising online.” He further added that "UKOM, which is powered by Nielsen, will give the agency planner all the data they need to use online for brand campaigns."

 

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