Is effectivemeasure.net Safe?

From their meta description tag, "Effective Measure is a leading provider of digital audience, brand and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers and researchers. The EM solutions offer brands, media and agencies invested in Oceania, Southeast Asia, Europe, Middle East North Africa and South Africa, a clear insight into their online audience and the ever-growing Internet population." Almost certainly a sister site to effectivemeasure.com. Seems to be an Australian-based company that tries to measure advertising effectiveness with a concentration on oceanic audiences (e.g., southern hemisphere) that North American ad measurement companies might not cover or properly understand. I would assume they have to do some sort of tracking to make this work, but it may not be outside of a single site or specific to individual users.