Comscore, GfK, Nielsen and Roy Morgan Research have been named as IAB Australia’s short list for its digital audience measurement tender process which is currently underway.
The companies will now present to a specialist technical review group chaired by industry veteran, Ian Muir. After the presentation which will take place in early August, IAB will conduct a final technical and commercial evaluation before announcing the successful vendor later this year.
IAB Australia issued its call for submissions for a three year preferred supplier agreement to provide a digital audience measurement solution that encompasses desktop, laptop, smartphone and tablet devices and covers of all forms of digital content including video and audio in Australia in April 2014. Twenty-three companies submitted expressions of interest. The current supplier is Nielsen, who won the first preferred supplier agreement in 2011.
IAB Australia CEO, Alice Manners, said “We are delighted to have received so much interest in this tender from both local and overseas organisations. Australia has always been a global leader in innovative audience measurement thinking and implementation, and the quality of the proposals that we have received will help us remain in this position. We look forward to making an announcement later in the year on the winning vendor and more details about the products, methodology and roll out.”
Ian Muir commented “The process to date has been extremely smooth, and the level of engagement and effort on the part of the suppliers is to be commended, particularly given the expectations we have of the suppliers exceeds those of other leading markets.”
IAB Australia’s objective with the appointment of a preferred supplier or suppliers for the provision of digital audience measurement services is to ensure constantly evolving and accurate audience measurement in the Australia to support confidence and investment in digital advertising.