The emma process creates a rich dataset by fusing its data with the Interactive Advertising Bureau (IAB Australia) – endorsed online audience ratings to provide an accurate and comprehensive view of the entire market.

The two independently audited audience measurement systems combine data, delivering greater accuracy for emma subscribers by showing how audiences engage with newspapers and magazines across content delivery platforms.

This is a real milestone for the Australian media and marketing communities, further strengthening the market offering by enabling agencies and advertisers to make better informed investment decisions.

The emma and Nielsen data fusion represents global best practice at work. Ipsos employed widely accepted techniques from other markets where they  conduct national audience surveys such as in the United Kingdom for The National Readership Survey.