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The survey, which is expected to produce definitive figures by September, is being conducted with the aim of providing a complete picture of the entire on-line advertising market in Ireland.
IAB Ireland sees it more as a census, into which information on all the main Web sites in Ireland that accept on-line advertising can be collated.
IAB Ireland members, who had to rely on statistics from other countries in an attempt to place a value on the Irish on-line advertising market prior to this, welcome the move.
"It means that for once and for all we can state the size of the market," Colin Joyce, board member of IAB Ireland told ElectricNews.Net. "This is not just a once-off measurement, it is an ongoing thing, where we will be able to see what the trends are."
IAB Ireland held its first meeting on Tuesday, 05 June. It currently has 17 members. The organisation represents the interests of companies who are active in interactive advertising, electronic commerce and on-line marketing. Its membership includes Ireland.com, DoubleClick, rte.ie, PigsBack, Adculture.net, Eircom.net and ESAT Fusion.
On-line advertising is the fastest growing form of advertising, and is set to surpass radio advertising in Ireland within the next two years.
The IAB in Ireland is affiliated to the Internet Advertising Bureaux worldwide, the first of which was established in the US in 1996.
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