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    I challenge this statement; ‘however, there is a lack of credible online research because there are
    simply too many ways of measuring these audiences and the resulting
    confusion is discomforting.’

    Effective Measure is the IAB South Africa appointed online measurement vendor. We are audited and accredited by ABC UK to global standards set by JICWEBS ( – // We also abide by ESOMAR global standards for profile collection. Our data can be trusted. There is only a weakness in collecting feature phone profiles but that is due to limitations of the device type. Potentially surveying these users via Mxit or 2go could fill this gap.

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    Brilliant article. Thank you Rob Smuts!

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    IAB South Africa is actually in support of SAARF and independent research.

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    Yep, we are appointed by them and work with them as partners so aware of that. My point was that digital measurement solutions like EM are in place and trustworthy due to third party global standard media auditing

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