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Indonesia appoints comScore to work on online audience data
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Senior Vice President comScore Asia Pacific Joe Nguyen (from left to right), Creative Economy Agency (Bekraf) head Triawan Munaf and Indonesian Digital Measurement Consortium chairman Jerry Justianto, pose in Jakarta, on Aug. 29. ComScore has been officially chosen as the online audience measurement partner for Indonesia until 2018. (kompas.com/Oik Yusuf)
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fter a five-month selection process, Indonesian advertisement associations have granted a two year contract to comScore, an American global media measurement and analytics company, to provide online audience measurement in Indonesia.
The associations united under the Indonesian Digital Measurement Consortium (IDMC), including the Association of Asia Pacific Advertising Media (AAPAM), the Indonesian Advertisers Association (APPINA), the Indonesian Digital Association (IDA), the Indonesian E-Commerce Association (idEA) and the Indonesian Advertising Companies Association (P3I).
Under the contract, comScore is tasked with synchronizing the data sources widely used by Indonesian digital publishers for mapping their online audience. The firm will compile demographic data about the Indonesian online audience from its data pool, consisting of 30,000 personal computers and 5,000 mobile devices in the country.
“It is the first initiative in Asia Pacific, made by digital ad associations to establish a consortium for a commonly acknowledged measurement standard,” said IDMC chairman Jerry Justianto, as quoted by kompas.com in Jakarta, on Monday.
Senior Vice President comScore Asia Pacific, Joe Nguyen, said that while the digital ad industry in Indonesia was growing rapidly, it lacked standardized audience measurement, unlike television and newspaper advertisers.
Meanwhile, Creative Economy Agency (Bekraf) head Triawan Munaf supported the appointment, saying that the vividly creative digital ad industry needed a “distinct benchmark” for optimal growth. (ags)
