Ukom and Nielsen in measurement deal

Ukom, the UK Online Measurement body, has appointed The Nielsen Company as its official partner to create the country's first currency for planning advertising campaigns on the internet.

A currency is to used to measure the value of online audiences.

Tahir Khalil, Associate Director for Nielsen Online in the Middle East, North Africa and Pakistan region, said: "The Ukom partnership reinforces Nielsen as the potential currency in Mena for online media measurement.

"We are now tracking more than 500 million page impressions per month and 100 million internet sessions in Menap."

"We are delighted to help Ukom build the UK's first industry-agreed online planning tool," said John Burbank, CEO of Nielsen's online division.

Guy Phillipson, CEO of the Internet Advertising Bureau (IAB) and Director of Ukom, said: "The Ukom Audience Planning System represents a milestone for the online industry.

"For the first time, advertisers and agencies will be able to plan campaigns using industry-approved audience data comparable with traditional media."

In 2008, according to IAB, the UK Display Ad market was worth £637 million (Dh3.7 billion) – 90 per cent more than in 2005.

The planning currency will help display advertising grow faster by giving advertisers the confidence to commit more budget to this form of advertising.

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