Five Indonesian media and advertising groups have come together for the country's first standardised online audience measurement.

ComScore takes on a two-year assignment following appointment by the Indonesian Digital Measurement Consortium and Bekraf (the Indonesian Creative Economy Agency).

The associations are the Association of Asia Pacific Advertising Media (AAPAM), the Indonesian Advertisers Association (APPINA), the Indonesian Digital Association (IDA), the Indonesian E-Commerce Association (idEA) and the Indonesian Advertising Companies Association (P3I).

ComScore will use its Unified Digital Measurement methodology, which accounts for all site visitors and helps companies understand the size and quality of their audiences, and will helps advertisers and agencies identify content that best reaches their target digital audiences.

The moves have been welcomed by participants, Bekraf head Triawan Munaf expressing the hope that it may be a milestone for "continuous innovation ahead".

IDMC chairman Jerry Justianto says encouraging growth in digital advertising had been hindered by measurement complexity that confuses advertisers, agencies and media owners alike: "In the absence of a standardised measurement tool to assess the advertising media, there is a lingering doubt toward data validity, hence it's hard for the industry to reach its full potential.

"We are really glad to finally appoint this measurement standard, thanks to the hard work of various industry stakeholders."

The announcement follows the launch of ComScore's Mobile Metrix and plans for joint mobile panel development with Kantar in Indonesia.