Interactive Advertising Bureau plans to introduce music streaming measurement

The Interactive Advertising Bureau (IAB) has outlined its priorities for 2015, including plans to introduce a wider range of councils and working groups, including a Digital Audio Council, “which will address the rapidly expanding needs of the digital advertising industry.”

Other priorities for the bureau include the introduction of a Mobile Centre of Excellence; new training certification programs and an increased focus on cross screen advertising.

IAB will launch its Digital Audio Council later in 2015, with the purpose of “creating standards and best practices to help bring clarity to the audio marketplace.”

“The Council will strive to educate marketers and agencies on the value of audio as a powerful and effective advertising medium, particularly since music and other forms of audio content increasingly are being delivered digitally via the Internet,” according to an IAB media release.


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