The Interactive Advertising Bureau South Africa has formed a partnership with dY/dX to provide a measurement currency for publishers that can be used across the South African online industry.Source © alphaspirit 123rf The IAB South Africa has formed a three-year publishing industry measurement partnership with dY/dX, to provide a standardised measurement currency for publishers
dY/dX is a digital transformation company that provides product and service design.
The project will leverage common tools and technology stacks already used by industry stakeholders.
The data store will be governed by the Protection of Personal Information Act and can be used to aggregate, report and distribute approved data.
A need for standardised measurement
The partnership tested the viability of the approach with the IAB South Africa.
"For years, the IAB South Africa has vetting vendor-driven solutions, however, there has always been a need for standardised measurement, one that can act as a common language for comparison of audience size and characteristics"
This vendor-neutral measurement solution will help market participants to increase their operational efficiency and meet the requirements of customers effectively.
IAB South Africa has a mandate to ensure online publishers are able to thrive in an ever-changing digital economy.
An industry-wide view of the state of audiences
The IAB South Africa Industry Measurement dashboard gives an industry wide view of the state of audiences presented by online publishers in South Africa.
The tool will allow IAB SA members to compare the data by publisher, publisher domain, audience and date.
The IAB South Africa publisher council is proud of the work that has been done to bring visibility to the South African digital industry This is an important step forward in building stronger relationships between publishers, brands and agencies according to Basil Fortuin, publisher council lead at the IAB South Africa.
The IAB South Africa publisher council welcomed the initiative after a long process of giving the industry the necessary tools for measurement.
Full ownership of the service
The partnership allows IAB South Africa full ownership of the service as well as processes and technology architecture that can be adapted to future developments within the industry.
The industry data dashboard and integration with Telmar will be maintained and continually improved by dY/dX.
In the coming weeks, IAB South Africa and dY/dX will further onboard more South African online publishers, as well as co-create an audience survey tool that is relevant to the current market in partnership with Telmar.
The appropriate governance structures and business-use rules will be established.
The power of working together
dY/dX and IAB South Africa are collaborating on a project.
Our goal is to provide programmatic solutions that leverage common industry tools for seamless collaboration.
The partnership exemplifies the power of working together to drive innovation and deliver measurable results for all stakeholders.