IndiaSphere

IMRB International is planning to launch an Audience Measurement service for the Internet industry in India, MediaNama has learned from multiple sources. A part of the plan was to distribute USB drives with software that will track users Internet habits. IMRB already collaborates for Industry research with the Internet and Mobile Association of India (IAMAI). While sources told us that this is an IAMAI-IMRB project, on being contacted IAMAI President Subho Ray told us that it’s an independent initiative of the IMRB. The project is being led by Balendu Srivastava, and was expected to be launched in December. We’ve contacted Srivastava, and are awaiting a response.
Frankly, this is a much needed initiative, since there is no reliable third party data available on ... [Follow Original Article link for full content.]