AMAA splits with Nielson for web measurement

AMAA splits with Nielson for web measurement
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The Audited Media Association of Australia (AMAA) has ended its exclusive partnership with Nielsen for its web audit service and has called for expressions of interest from other technology providers.

AMAA CEO Paul Dovas (pictured) says the move to introduce new metrics follows considerable member consultation, which identified as a key objective the need to report multi-platform activity by device.

According to the AMAA, formerly the Audit Bureaux of Australia, it is envisaged the metrics will initially include page impressions, unique browsers and unique devices, with a view to include audience measurement and viewable impressions at a later stage. The final suite of metrics will be determined through the review process and respondent submissions.

The announcement signifies a shift from the current web audit service, which was based on an exclusive partnership with Nielsen to audit the use of their census based, Market Intelligence service. Instead, the AMAA will seek to partner for each of the metrics, which will be audited and reported through the AMAA's eData Portal.

“We have valued our working relationship and partnership over the last four years with Nielsen, however, since the launch of the web audit service in 2009 our members’ measurement needs have evolved. The AMAA has been keen to maintain a relationship with Nielsen and would welcome the opportunity to continue to work with Nielsen in some capacity under the new arrangement.” said Dovas.

The AMAA particularly wants to explore the introduction of the unique device metric, which will record the number of unique devices that have generated a tagged item of content over a variable time period.

“The potential to deliver a reliable monthly unique device figure is looming as critical for smaller specialist and niche publishers, who no longer have access to a monthly unique browser or unique audience metric,” said Dovas.

 “The online world continues to evolve and the AMAA is evolving with it. Since the launch of the web audit service in 2009 the measurement needs of our members have changed dramatically and this update to the audit service reflects this. It is important that the AMAA's metrics are accessible by the largest website publisher all the way to the smallest,” said Dr Stephen Hollings, AMAA Chairman.

“Having access to an independently verified, reliable set of metrics which reflect today's market needs such as the AMAA's, is essential to today’s pressure-cooker marketing environment where ROI is so important,” said Alina Bain, Acting Chief Executive Officer, Australian Association of National Advertisers.

With the successful launch of the new service, the AMAA will then look to focus on delivery across mobile and video.

Web measurement technology providers are being invited to submit proposals by 24 May 2013 with submissions to be assessed by a review committee.

Interested providers can obtain a copy of the briefing document by contacting Ben Willson, head of digital services, AMAA, by email at ben.willson@auditbureau.org.au.

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