Observed Signal · Jul 9, 2026 · Accreditation · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Measurement & Analytics Market: IVW Accredits Piano Analytics for Online Measurement
The German circulation-auditing body IVW has accredited Piano's web-analytics tool "Analytics" as an additional measurement option for the Online‑IVW. Effective July 1, the Haas Mediengruppe — owner of the Mannheimer Morgen — is the first publisher to report IVW numbers directly via Piano Analytics, allowing publishers already using Piano to avoid a second measurement tool. IVW Managing Director Kai Kuhlmann and Haas publishing director Mark Wittland praised the step as a way to reduce operational and economic burdens for publishers and to stabilise participation in IVW procedures. IVW says Piano Analytics is widely used in the European market and is hopeful other publishers will follow, though the article notes the Online‑IVW’s relevance has fallen after many large publishers left the system.
Accreditation enables publishers to report IVW figures directly from an existing analytics provider, lowering operational and economic barriers and could modestly improve IVW participation — relevant to publishers and measurement integrity but not a major platform policy shift.
Key Takeaways & Evidence Grounding
- The IVW has accredited Piano's web-analytics tool "Analytics" as an additional measurement option for the Online‑IVW.
- From July 1, Piano Analytics data from the Haas Mediengruppe (including the Mannheimer Morgen) are included in the IVW reporting.
- Haas Mediengruppe is the first publisher to use Piano Analytics for IVW reporting, enabling them to report IVW figures without a second measurement tool.
- IVW Managing Director Kai Kuhlmann and Haas publishing director Mark Wittland said the accreditation reduces publisher effort and economic costs and could help stabilise participation in IVW procedures.
- Kai Kuhlmann had indicated in February 2025 that IVW would open to other measurement vendors to lower publisher burdens.
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