IAB Shortlists Nielsen and GfK for Audience Measurement Tender


In its search for a supplier to provide a digital audience-measurement solution in Australia, the Interactive Advertising Bureau (IAB) Australia has announced Nielsen and GfK have made the final round of the tender process.

The two companies were chosen from a short list of four after presenting their bids to a specialist technical review group chaired by industry veteran, Ian Muir.

“After conducting a technical evaluation of the four proposals, Nielsen and GfK’s proposals were found to have offered solutions and local investment that best meet our very demanding brief,” said Alice Manners, IAB Australia CEO.  “We are extremely pleased the tender has generated so much interest both here and overseas – interest that galvanises Australia’s position as a leader in innovative audience-measurement methodology.”

IAB Australia’s objective with the appointment of a preferred supplier for the provision of digital audience measurement services is to ensure evolving and accurate audience measurement in Australia to support confidence and investment in digital advertising.

IAB Australia issued its call for submissions for a three-year preferred supplier agreement for a digital audience measurement solution that encompasses desktop, laptop, smartphone and tablet devices and covers all forms of digital content including video, in April 2014. Twenty-three companies submitted expressions of interest. The current supplier is Nielsen, who won the first preferred supplier agreement in 2011.

Manners has confirmed the final decision will be announced in the fourth quarter, likely in early October.

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