IAB shortlists four suppliers for new cross-device digital user metric

Association says 23 companies applied to deliver the new digital advertising measurement system

The Interactive Advertising Bureau (IAB) has shortlisted four companies to provide digital audience measurement services as part of a new cross-device system.

Comscore, Nielsen, Roy Morgan Research and GfK have been shortlisted for the job and will present to a specialist technical review group chaired by industry veteran, Ian Muir, in early August. From there, the IAB will conduct a final technical and commercial evaluation before announcing the successful company later this year.

In a statement, the association group said 23 companies had applied for digital audience measurement honours during the tender process, which kicked off in April. The solution provided will cover digital users across laptop, desktop, smartphone and tablet devices as well as all types of digital content including video.

Nielsen has been the preferred supplier for digital measurement services for the past three years.

The IAB first announced its plans to embrace a wider digital metric in February as a way of meeting the needs of the rapidly expanding and complex digital advertising industry, it claimed. Alongside the new measurement system, it has also launched an agency advisory board and new councils, as well as a revamped industry certification program around digital skills.

Last December, the association also announced a partnership with Nielsen to launch a new mobile audience measurement pilot.

Muir said the level of engagement and effort on the part of suppliers should be commended so far, particularly given the stringent requirements set by the IAB.

IAB Australia CEO, Alice Manners, was also delighted by the amount of interest and said the association would release further details on methodology and rollout timeframes later this year.

“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 that position,” she said in the statement.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in