Companies involved in internet marketing believe that improvements need to be made to global online audience measurement tools, according to new research.

A survey by the European Interactive Advertising Association and the Interactive Advertising Bureau Europe shows that less than one in three marketers think existing measurement calculations are clear and transparent.

Furthermore, less than one-quarter of those questioned believe these calculations are consistent across different countries and regions – something that is seen as a significant challenge by 63 per cent of respondents with a multi-national remit.

Nicki Lynas, head of research at the Internet Advertising Bureau (IAB) UK, said: "The vast majority of survey respondents feel that the industry needs consistent and clear measurement calculations."

Of the respondents, almost half were involved in marketing campaigns outside their home country.

Figures released last month by the IAB revealed that UK companies spent 17 per cent more on internet marketing in 2008 than they did the previous year.

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