Nielsen throws its hat in the ring for IAB online currency tender

Tim Burrowes

September 28, 2010 3:07

Nielsen has thrown its hat into the ring for the Interactive Advertising Bureau-run tender to create an Australian online currency.

Nielsen currently runs Market Intelligence which is based on site traffic.

However, a major drawback is that the system does not allow for individual users who use more than one device to access the internet. As a result there are millions more “unique browsers” in Australia than there are Australians.

Although the IAB has not published full details of its tender, it is likely to require a panel system which would allow the tracking of user behavious as well as actual site numbers.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Andrew Reid 28 Sep 10

For the record, ViziSense Australia has also requested a copy of the tender document and will respond accordingly. Why should my good friends at Nielsen have all the fun?

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