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
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
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.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
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.
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
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
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
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
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