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IAB Australia: The introduction of the Interactive Advertising Bureau's (IAB) online audience metrics could accelerate the decline of newspaper advertising dollars.

At a media briefing for the introduction of the long anticipated IAB/Nielsen's online audience metric, chief executive Paul Fisher said newspapers and print media had a troubled road ahead as online increasingly grabs a bigger share of the ad dollar pie.

Fisher said he expected online advertising to grow significantly, with the market to reach $4 billion by 2014. A great driver of that growth will be the new online audience metric which he said breaks down any barriers to entry for advertisers, especially conservative digital spenders in FMCG, retail and government categories.

read more @ adnews.com.au