Council for Research Excellence Takes Aim at Digital Audience Measurement

The Council for Research Excellence issued a request for proposals for a project to advance digital audience measurement.

The group of senior research professionals from the media and advertising industries said its objective is to examine how digital publishers capture and maintain user data, and to understand the role these data can play in supplementing research-panel data to augment audience measurement. The CRE aims to assess current data-collection practices and establish best practices for panel-based and server-based digital audience measurement.

Submissions are due Feb. 24, and the CRE expects to award the project March 24 and to launch it during the second quarter of 2011.

CRE digital committee chairman and Univision Interactive Media senior vice president of interactive research Dan Murphy said:

We know panel-based approaches provide representative demographics but are lacking in complete audience coverage. Conversely, we know server-based approaches effectively fill in the audience blind spots but lack demographics. Combining these approaches helps achieve the best of both worlds and helps toward the objective of giving advertisers and publishers greater confidence in exposure measurement.