Flip Media initiates the first in-depth audit of online portals in the region in partnership with AC Nielsen

The research initiative, undertaken by Flip Media and market research giants, AC Nielsen, aims to set the industry norm on Web Audience Measurement in the region. Data will be collected by Flip Media through third-party servers to gain a proper, unbiased, independently audited read on unique visitors and total impressions on leading websites and portals within the region.

Piyush Mathur, ACNielsen - Country Manager, UAE highlighted "Currentl on-line measurements in the Middle East are usually conducted using server log based systems which are inaccurate and they under represent the real audience visiting a web site - often by as much as 250%. Further, these systems are not third-party independent - and hence lack credibility. Through this initiative of using browser based measurement, we aim to create industry-wide norms by getting the key players on-board".

Talking about the partnership with Flip Media he added; "Partnering with Flip Media gave us immense insights into the on-line marketing business in the region and coupled with our global research expertise, we were able to realize a credible norm for the online industry'.

"Research of this magnitude will take away some of the guess work quotient we rely on so heavily in the industry in the Middle East. This will do well to strengthen the position of online media in the region," said Martin Diessner, CEO, Flip Media.

Data collected will include unique visitors and total impressions on a portal, domain, URL and referrer, browser language, operating system language, IP address and country and more. The information will be analyzed by AC Nielsen and made available to end users at a decided price. Reports will be generated on a monthly, bi-annual and annual basis. Reports will also be available on subscription basis.

The initiative is set to be the first research project of its kind in the Middle East and in a market that is steadily becoming more conscious of the potential of the Internet, it will set the benchmark for more comprehensive and reliable research of online media in the future.