IAB South Africa: FAQs


We answer some of the questions most commonly asked of the IAB SA.

Why did we rebrand to the IAB SA?

The DMMA (Digital Media and Marketing Association) joined the Interactive Advertising Bureau (IAB) early in 2014 and is now known as the IAB South Africa.

“IABs around the world help build markets, bring likeminded members together and ensure that standards and guidelines are set for global best practice,” says Jarred Cinman, chair of the DMMA. “This intent sits perfectly with what the DMMA has been working towards since its inception 10 years ago.”

He adds: “There are some very clear benefits to being part of an established and respected global network. It gives us the ability to be part of IAB global standards, to replicate key international research studies and to see how South Africa fares in a global context, as well as giving us a seat at the international IAB table with access to case studies of successful strategies in other markets. In short, being part of the IAB gives our members access to international knowledge and best practice, while ensuring that South Africa takes part in the global, digital, conversation.”

All IABs function completely autonomously, and one key requirement is that each IAB is committed to the goal of growing the online media and advertising industry. “As this goal lies at the core of the IAB SA’s constitution, there is no need for changes to the structures, processes and policies of how the DMMA was formerly run,” says Cinman.

At the AGM in August 2013, the membership of the DMMA voted in favour of pursuing an opportunity to become the official South African chapter of the IAB. Within this directive, two members of the DMMA board (Timothy Spira, representing publishers, and Fred Roed, representing agencies) met the IAB at its headquarters in New York in September 2013. Based on these and subsequent discussions, the IAB officially extended the offer to the DMMA to join. Communication was sent out to the DMMA members during December 2013 to vote on the change. The motion was passed at the agreement of its members, and the IAB licencing agreement was received at the beginning of January 2014.

“With the launch of IAB SA, there are now IABs on all the world’s continents except Antarctica,” said David Doty, executive vice-president and CMO, IAB, who also heads the organisation’s international efforts. “With an already proven track record of moving the digital industry forward in one of the world’s key markets, Jarred Cinman and his team bring a level of expertise and knowledge to the newest IAB that is of tremendous benefit not only in their country, but also to our global members that are looking to build relationships in South Africa and to our network of 41 of IABs around the world.”

The IAB SA’s commitment to growing South Africa’s digital media industry by strengthening the credibility of its single measurement currency remains central to its mandate and activity. “Of all our activities, this has been the most direct benefit to all of our members. The needs and requirements of digital publishers are at the core of our organisation. Encouraging advertisers to allocate more of their budget to local digital publishers will create benefit for all members, and will provide the fuel to grow our entire industry. The IAB SA acknowledges that this is, and remains, our central purpose,” says Cinman.

Who is the IAB internationally?

The Interactive Advertising Bureau (IAB) is an advertising business organisation that develops industry standards, conducts research and provides legal support for the online advertising industry. The organisation represents a large number of the most prominent media outlets globally, but mostly in the United States and in Europe.

Founded in 1996, the IAB is based in New York City. Randall Rothenberg is the president and CEO of the organisation. Patrick Dolan, David Doty and Mike Zaneis are the executive vice-presidents.

IAB Europe is a coalition of 27 national IABs across Europe and more than 5,500 companies. It publishes the annual Mediascope Europe, a media consumption research to more than 50,000 consumer interviews.

It has developed a number of interface formats for digital advertising metadata, including the Video Ad Serving Template and Video Player-Ad Interface Definition formats. On February 26 2012, the IAB released the IAB Standard Ad Unit Portfolio, which included detailed information on all display advertising formats.

In June 2011, the IAB, in partnership with the Association of National Advertisers and the 4A’s American Association of Advertising Agencies, released the Guiding Principles of Digital Measurement. These five principles are the foundation of Making Measurement Make Sense (3MS).

As an example, IAB members include representatives from AOL, The Associated Press, the BBC, CBS, eBay, ESPN, Facebook, Google, Microsoft, the New York Times, Reuters, Time, Twitter, Verizon, Viacom, the Washington Post, Yahoo and others.

Effective Measure

What is the methodology used to obtain data?

Effective Measure relies primarily on collection of local website market data through an on-page tag. This universal JavaScript tag provides the best coverage of all browser combinations, as it also includes a backup option for web browsers that do not support JavaScript on some mobile platforms. A website tags with Effective Measure by including this JavaScript code on the footer of all pages in the site, and then as its visitors browse around the site, each page view triggers a tracking call to EM, where cookies for the user are retrieved and set (when needed), and detailed information about that particular page view is recorded into our collection servers. This method provides direct measurement of visitors visitation to a website and is aggregated into “verified” statistics for UBs, UVs, sessions, page views and duration in the EM dashboard. In addition, we recruit a randomly sampled demographic pool from the users visiting this site by means of an on-site survey. The invitation for this survey slides up from the bottom right of a page by default, and is controlled at an appropriate rate per website. Once a user accepts the invitation to this survey and completes the demographic profile, we can then footprint that user on any site in the Effective Measure network and present accurate, highly detailed demographic data in the EM dashboard.

View Effective Measure methodology overview.
View Effective Measure FAQs.

Why is demographic data important?

Demographic data provides those invested in the digital media industry with deep market intelligence that increases the effectiveness of marketing initiatives. We are acutely aware that online behaviour should directly reflect real-life habits. In comparison to existing digital audience measurement providers that typically offer data that is based on either tagged sites or panellists, we avoid inaccuracy by minimising estimation. With our capability to generate in-depth profiling of the online population on specific tagged websites, countries or regions, we offer our clients objective, unbiased intelligence that is of real value.

How does Effective Measure rank websites?

Effective Measure ranks websites on the number of unique browsers (UB) aggregated. However, we do not subscribe to the ‘one size fits all’ approach. The Effective Measure dashboard gives users the freedom to compare our standard measurement (UB) with unique visitors (UV). We measure the absolute visitors to your site in the specified date range, according to the unique browser that came to your site. This is the most accurate methodology. In general, the Effective Measure numbers are slightly different from other analytic tools such as Google Analytics, due to addressing cookie deletion. Because of this, the absolute monthly unique visitors may be up to 30% lower.

What is UV?

UV is a less accurate representation of website visitors typically based only on a third-party cookie that is used by other common providers for users to compare against. It is a form of measurement that is a less strict measure of site visits and includes people without reliable cookie support in their browser, who may generate multiple visitor IDs and be overcounted. UV is more in line with other systems, as many do not scrutinise the level of trust in cookies the same way Effective Measure does.

Why should we trust UB?

Our UB data, using Digital Helix tag methodology, is the most precise representation of unique machines/browsers accessing publisher websites available. Digital Helix, an industry first, has both first-party cookie and third-party cookie working harmoniously to produce unrivalled accuracy in tagged numbers.

Why do we rank sites based on South African audience instead of worldwide audience?

We rank sites based on a local audience instead of a worldwide audience to ensure that our data is the most relevant to advertisers and agencies keen on targeting the local market. However, we offer worldwide audience data over all the categories that we cover in Australia, South-East Asia, the Middle East and Africa.

Why can Effective Measure data be trusted?

Effective Measure is ABC UK accredited to global industry standards. Read more: http://goo.gl/jwpfq and http://goo.gl/CVtvK.

Useful documentation

Viewable impressions

What are viewable impressions and why are they important? What does it mean for the pricing of digital display advertising? Why do discrepancies occur between different providers? How should you reconcile delivery with your clients or suppliers?

Read more about viewable impressions in this FAQ document compiled by the IAB UK.


What are internet cookies and what are their advantages? What information is stored in them? Are their safety or security risks? What are third-party cookies?

Read more about cookies in this FAQ document compiled by the IAB Europe.