Australia’s digital publishing community is one step closer to a standard measure for internet traffic, according to reports in The Australian newspaper this week.

Lara Sinclair reported that a announcement is expected within the next three weeks calling for tenders from research companies to provide a single standardized measure for internet traffic.

Sinclair wrote: “According to a source close to Interactive Advertising Bureau, whose board includes every major digital publisher except Google, the decision to appoint a preferred audience measurement company is being billed as the most critical in the five year existence of the IAB.”

Currently several companies compete in the digital analytics sphere, including: Nielsen, ComScore, Experian Hitwise, Omniture and Google Analytics, among other.

Digital Publishers will be watching this issue with interest.

To read the full article from The Australian click here.

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