• by June 5, 2001

The Internet Measurement Initiative, a leading industry association formed to solve issues with Internet audience measurement discrepancy, decided last week to join with the Advertising Research Foundation. The unanimous vote of IMI members brought the two most vocal voices in Internet measurement together for the first time.

"The IMI was formed to do one thing-bring the industry together," said Peter Fuller, IMI director. "By joining the most respected voice in market research - the ARF, we are able to do just that."

The Internet Measurement Initiative will become the ARF's Digital Media Measurement Council (DMM). The IMI's Web property will be operated by the ARF and serve as an industry-wide portal, for audience measurement resources. The DMM will be lead by Rande Price, VP of research at Time Warner AOL and a yet to be named co-chair. Peter Fuller will remain with the group as a public relations consultant.

"We are pleased to have the IMI join our efforts to unite the industry in one voice and one research authority," said Jim Spaeth, ARF president. "The two organizations moved in parallel paths for sometime. It was only fitting that they join."

Along with the IMI, the ARF has sealed strategic alliances with other industry groups and auditing companies that consolidate efforts and streamline the steps toward progress. The IMI had strategic relationships with the Wireless Advertising Association and The American Association of Advertising Agencies.

The council will set the agenda for digital media measurement discovery and solutions, and plans to immediately begin an update of currently used Web definitions and measurement practices.

"We have set an aggressive agenda," said Spaeth. "Now that the industry is working collectively as one unit to resolve these issues, we will be able to offer and implement solutions quickly."

The Digital Media Measurement Council plans to meet again in June.