The launch of a new internet audience planning system is being planned by UKOM – the UK online measurement company.

It has secured the help of the Nielsen Company as a partner for the project, the results of which could help internet marketing servicess firms with their campaigns.

UKOM aims to give advertisers the use of an industry-approved system to launch their operations and target marketing efforts at specific consumers through the new platform, which is set to launch in January next year.

A number of UK-based marketing groups are backing the development and head of online at TSC Media Ciaran Deering said that the service will help to improve the professional image of the online marketing and PR sector.

"What we’ve had are people like myself – an online media buyer – relying on data from a number of different sources and this results in discrepancies across the board," he explained, noting that the new framework will help prevent this.

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