IAB to put out tender for online measurement supplier

IAB to put out tender for online measurement supplier
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IAB is set to put out a tender for its online measurement supplier in April and will be holding a meeting for agencies, marketers and publishers to discuss the industry priorities and issues around online audience measurement.

The meeting is the first step in what will be eight months of a very transparent review process for IAB on its current online measurement supplier, Nielsen.

Nielsen is currently the sole and exclusive supplier of online audience measurement for IAB Australia after the tender process conducted in 2011.

Full tender documentation is expected to be released by April with IAB seeking responses from a broad range of potential suppliers.

Included at the meeting will be the discussion surrounding the need for measurement that moves beyond the desktop to mobile, tablet and other smart devices.

“Online measurement is an issue that is of critical importance for our industry so it’s vital that our tender process reflects the combined interests of our industry,” Alice Manners (pictured), CEO of IAB Australia, said.

“Australia is a leader in digital audience measurement being one of the first markets globally to test and embrace hybrid methodology to help with more accurate and inclusive data. 

“We anticipate considerable input and opinion at our meeting in March and we are also encouraging all potential online measurement suppliers to get involved in responding to the tender.

“We are looking forward to reviewing a range of innovative and challenging new solutions for this complicated issue which will help us support and grow the online advertising industry as a whole.”

According to the release: "Full tender documentation is scheduled to be released by April and IAB will be seeking responses from a broad range of suppliers, including those interested in pursuing particular aspects of the broader online audience measurement requirements such as mobile or video; companies who may wish to jointly respond to the tender and those who believe they can address the full tender requirements."

The MFA and AANA will also be involved in the review process again.

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