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emma upgrade to deliver ‘the world’s most innovative and accurate cross-platform audience data’

Innovation, more titles, industry currency: From 21 January Australia’s cross-platform audience insights metric emma will benefit from an important upgrade.

The new audience data will deliver consistency between industry currency data sources, improve accuracy and better reflect the total audience of publisher brands by integrating the additional consumers measured by Nielsen Digital Content Ratings (DCR), which until now were not included in total readership.

DCR was first released by Nielsen in June 2018. The Readership Works was able to move quickly to integrate the latest digital currency data into emma. The October data release will be the first to incorporate this data.

Accredited ratings 

The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia, and has accredited the Nielsen Digital Content Ratings. These ratings capture greater coverage of mobile audiences and includes content in websites, apps and video players across all devices, and social platforms such as Facebook, as well as Google.

The Readership Works General Manager, Mal Dale, said: “With our partners at Ipsos and Nielsen, we continue to strive to deliver the world’s most innovative and accurate cross-platform audience data.”

“This is just another step in our development program and we have plenty more to come in 2019 and beyond. It is no coincidence that the UK recently moved to a cross-platform audience measurement system (PamCo) based on the emma framework and all other sophisticated markets either have, or are in the process of, adopting the approach we pioneered in Australia.”

The ongoing improvements to emma have also been welcomed by IAB’s CEO Gai Le Roy.

“The IAB is delighted with the upgrade of emma to include the official endorsed ratings currency, DCR, which provides the market the most accurate audience data for digital.”

“The ongoing collaboration between the IAB and The Readership Works to provide cross-print and digital media measurement is a perfect example of two industry bodies working together to enhance trust and transparency in market.”


Ongoing collaboration and development

The full integration of the IAB-accredited Nielsen Digital Content Ratings currency into emma will be possible in the first half of 2019 with the delivery of Nielsen’s full synthetic respondent-level database (SRLD).

It provides the most accurate and complete picture available for news media and magazine audiences both on and off platform for tagged sites.

Due to considerations for maintaining sample size integrity, certain titles will not receive a DCR-calibrated digital audience number and total audience report until the implementation of Nielsen’s SRLD database later in 2019. Until that time emma will continue to use NDP data to create their total audience reports and highlight them as appropriate.


Download the full press release here and a glossary of emma-related terms here.

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