Effective Measure and IAB South Africa have announced a new application measurement service that will enable IAB members to track the traffic to, and usage of their apps.
Effective Measure provides web and mobile traffic data and audience profiles for all IAB Publisher member sites as part of a long-standing partnership with IAB SA.  Adding app measurement to the dashboard is the next step in a process that aims to achieve a single point of measurement for IAB members that incorporates rich data about how their web site and app content is accessed and consumed.
“We are excited to make app measurement available to our members as we are continually striving to advance industry measurement standards,” says Ryan Harris, head of measurement for the IAB SA, “It’s important that we provide our members with accurate measurement tools that are transparent, and help build trust within the market.”
App stores commonly measure apps in number of downloads, but these metrics are pointless to Publishers who want to know the facts about how the app is used after downloading.  The Effective Measure app measurement tool will track both Unique Browsers and Page Impressions, providing real insights into what content draws attention, how it is used and whether or not it is ‘sticky’.
Auto Trader became the first IAB member Publisher to have its app measured using the new service as the project’s pilot study. With more than 1,7-million Unique Browsers per month, and existing Android and iOS apps – AutoTrader was a great publisher to partner with to test this app measurement service. Effective Measure has been working on this pilot study with AutoTrader since July 2014, with final integration of the market ready software development kits (SDKs) being completed last month. August figures show that AutoTrader has over 50 960 unique devices with their app installed.
George Mienie, AutoTrader CEO says, “As the leading automotive digital business in South Africa, we are always looking to innovate. We were excited at the prospect of working with Effective Measure and being the first in South Africa to test app measurement on this platform.”