De doelen van de blauwdruk zijn:
- To guide the development of audience measurement across the increasing number of digital platforms
- To promote compatible and standardised sets of metrics applicable to all major media channels
- To encourage closer cooperation between separate audience and brand KPI measurement initiatives in individual markets to provide a more holistic, media neutral data set for advertisers, planning and buying agencies, and media owners and vendors of advertising inventory
De blauwdruk is gebaseerd op:
- key findings from the IAB Europe Metrics and KPIs survey3
- outreach to Joint Industry Committees3 and measurement organisations4 across Europe
- best practice from around the globe
- feedback from the IAB Europe network