IAB partners with Ipsos as cross-media digital audience measurement provider

Digital advertising association swaps Nielsen for Ipsos after a decade of partnership

The Interactive Advertising Bureau (IAB) of Australia has appointed Ipsos as sole supplier for planning, buying and reporting of digital audience measurement data in Australia, marking the first change in its supplier agreement in a decade.

The three-year terms commences in Q2, 2022 and will see the association working with Ipsos to build a new media measurement platform specific to the Australian market, Ipsos iris. The platform is being pitched as a fully privacy compliant and cross-media solution from launch, with further updates scheduled over the course of 2022.

Ipsos’ appointment comes after a strategic industry review conducted by IAB partner, Venture Consulting, earlier this year, which led to a tender process from May. The IAB said 16 expressions of interest were received.

Ipsos is replacing IAB’s long-serving measurement provider, Nielsen, which has provided its solution to the association since 2011.

IAB Australia CEO, Gai Le Roy, cited the need for a robust, transparent, independent and “inclusive standardised currency” that could deliver a strong platform for comparing audience reach and characteristics across media channels.

“The appointment of Ipsos will instil confidence in advertisers for planning decisions on where to invest their media budgets by providing accountability for their investments and offering ways to evaluate opportunities and measure success consistently across all media,” Le Roy said.

IAB Australia research director, Natalie Stanbury, said the demise of third-party cookies was putting increasing emphasis on privacy regulation. In addition, global initiatives in cross-media measurement led by the World Federation of Advertisers made it the right time to reassess the way digital advertising audiences are measured.

“Our goal is to ensure Australian advertisers and agencies continue to have access to the most accurate, credible, and future sustainable online audience measurement solution,” she said.

Ipsos operates in the UK and gained the endorsement of UK Online Measurement this year. The company’s approach is based on combining metered data from a mobile-first national panel across multiple devices, with census site-centric measurement. The company said it also leverages media owner tagging and first-party data sources to deliver overnight traffic volume.

The aim of the game is cross-platform and cross-media measurement and metrics that integrate CTV audience integration with digital currency data for smartphones, tablets and computers. Along with 41 standard metrics, IAB said Ipsos will work with the association to develop unique metrics, such as an Audience Engagement Metric. There is also an intention to partner with other data suppliers to help media owners differentiate their content and advertising solutions.

Key to this is going beyond core demographic coverage and into interest-based segmentation derived from content consumed as well as several other built-in segments such as psychographic insights, the parties said.

“The data drawn from our panellists will extend beyond media consumption and provide unrivalled insights for our clients into everyday digital behaviours,” Ipsos CEO Australia and New Zealand, Simon Wake, said. “Our proposed solution draws on many of the innovations delivered in the UK and leverages our UK team’s experience over the last 18 months. We will also be drawing from our extensive local technical expertise. We look forward to moving with the industry in lockstep collaboration.” 

In acknowledgment of Nielsen’s contribution to progressing digital measurement to date, Le Roy thanked the research firm.

“The IAB executive, board and Measurement Council sincerely thank Nielsen on behalf of the industry for their passion and dedication to providing robust audience measurement and their contribution to growing the digital advertising market over the last 10 years.” 

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 

 

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

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in