The MIA (Measurement of Interactive Audience) Project is a joint initiative between the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau Europe (IAB Europe) with the objective of improving the accountability of the internet as an advertising medium. The project will ultimately generate industry standards that can be applied to the planning phase of international advertising campaign.

The MIA Project Group includes EIAA members, all IABs in Europe, IAB Chile (representing South America), IAB Australia, IAB US, IAB Canada, the Asia Digital Marketing Association and IFABC members worldwide.

The MIA Project will work towards

• analysing audience measurement methodologies including user-centric, site-centric and combination systems across the world
• outlining the existing standards
• increasing understanding of these systems and standards and how they can be compared
• studying the potential for industry-agreed guidelines and standards that can be applied to the planning phase of international advertising campaigns