Over 500 sites have successfully migrated this month to a new system to measure the internet population. Effective Measure
, which the DMMA is now using instead of Nielsen, states that this represents the majority of the South African media owners' industry, coming together in record time to work towards a collective vision of understanding the digital marketplace. It offers digital audience measurement and research, which over the next few months, will allow media owners to track their data figures against the market and category aggregates. This gives media owners the opportunity to adjust their positioning if need be and measure their ROI on strategic initiatives.