In March 2016, Effective Measure was acquired by Insiight, which saw the founders of the business move back into senior leadership roles within Effective Measure. This triggered a surge in development and a new business strategy. The focus on bringing data and insights to core emerging markets has been the focal point, to help Publishers connect with Agencies and Advertisers, so they can more effectively target over one billion emerging market consumers.

In late 2015, Effective Measure launched App Measurement, which enables App owners to measure traffic to and usage of their apps, all reported in the Effective Measure dashboard.

With the release of the new Africa Digital Industry Survey results being reflected in the dashboard since Monday, 14 March 2016, publishers, agencies, and brands now have deeper insights into demographic and psychographic attributes of publisher’s digital audiences and how best to reach them. Improved data quality, improved survey methodology and increased representation of South Africa market trends are among some of the enormous benefits this development offers.

The launch of LSM (Living Standards Measure) in late March 2016 means even more powerful insight into audiences as well as easy planning integration.

The first part of 2016 has also seen Telmar data being updated to reflect the advances in Effective Measure measurement and weight the data to the 2015 AMPS universe.

Continuing on the theme of expansion and development, Effective Measure launched the emPower Product in May 2016. emPower is a data cooperative representing data from opt-in Publishers and enriched with declared (survey based) and behavioral (online browsing) data.

With product development as the top priority, the second half of 2016 promises to be just as full of new and exciting developments.

“Effective Measure, under the resumed leadership of its founders, is intensely focused on enhancing the monetisation opportunities for Publishers as the digital advertising landscape rapidly evolves – including the continued growth of programmatic and video,” said Andrew Julian, co-founder of Effective Measure.

The second half of the year sees a major focus on developing Publisher specific products to help demystify audiences even further. Effective Measure will provide Publishers with an even more finely tuned understanding and richer insights into their audiences, while creating commercial value through the above channels.

Three major product developments can be expected by September 2016.

To better view the enriched data, Effective Measure have committed to delivering Dashboard 2.0. A sleek, intuitive and modernised update that will not require Flash. Rather, the Dashboard 2.0 will be featured in HTML for usability and flexibility purposes, and will be accessible across all Desktop and Mobile devices on-the-go and at client meetings. Publishers will also be able to access their data via an Application Programming Interface (API) to utilise their audience insights in their own systems and processes by the end of the year.

By September 2016, Effective Measure clients can look forward to cohesive video SDK’s and video reporting. Any Publisher who would like to be a part of the launch of Video Metrics in September should contact Effective Measure to begin the tagging process. Players supported already include YouTube, JW6/7, Kaltura and Brightcove, with more platforms to follow.

“We are delighted that Effective Measure are committed to several new products in market and encourage our members to support the various initiatives in order to increase their own value propositions,” IAB CEO Josephine Buys.

As the leading digital audience data provider in Middle East and Africa, Effective Measure commit to refining measurement in these regions by contributing valuable and beneficial data to the market. It has been a significant year for Effective Measure. As the leading digital audience data provider across Africa and the Middle East, Effective Measure is dedicated to offering publishers gold standard audience measurement and commercial value.

For more information, visit www.effectivemeasure.com. Alternatively, connect with them on Facebook or on Twitter.