According to The National, Effective Measure and Nielsen are battling to be the dominant online audience measurement service in the Middle East, with each company releasing a client list following Nielsen's recent entry into the Middle East. Industry leaders, such as Dimitri Metaxas, want to help resolve this situation.

Experts are concerned about the online advertising market splintering into opposing systems of measurement since having too many auditing companies is nearly as problematic as not having enough.

Accordingly, Dimitri Metaxas, the regional executive director of digital media at Omnicom, has stated his plans to reduce the resulting confusion. “I am hoping to pull the agencies together by the end of September or beginning of October to meet to arrive at a collective endorsement of one system or another for the industry,” says Metaxas.

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