IAB finalises shortlist for online audience measurement tender

July 16, 2014 7:52

Three bidders will line up to challenge incumbent Nielsen on the Interactive Advertising Bureau’s (IAB) tender for the contract for online audience measurement, Mumbrella can reveal.

The IAB has shortlisted ComScore, GFK, Nielsen and Roy Morgan to move to the next stage of the tender process which sees four companies present to a technical review group chaired by Ian Muir, former CEO of Oztam and veteran of media audience measurement.

Mumbrella understands that at least two of the companies on the shortlist have put together consortium bids with GFK joining with Aztec Research and Comscore joining with IPSOS in a bid to secure preferred provider of online audience measurement, which gives the successful audience measurement company approval to be the currency for the sale of online data in Australia.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

Topics

1 COMMENTS

Just Saying 16 Jul 14

The usual suspects and perhaps the only surprise being that nobody from left field was short listed given the IAB CEO was on record as saying she wanted to “shake things up”.

Also a little surprised that Comscore’s well publicized (except for here) legal issues with privacy didn’t knock it out of the running yet. I thought the IAB were super serious about privacy.

User ID not verified.