Five do battle for online audience measurement
The five contenders to win endorsement as the Interactive Advertising Bureau’s preferred provider of audience measurement have been revealed.
They are:
- Colmar Brunton with Gemius
- ComScore
- Nielsen Online
- Roy Morgan Research with Effective Measure
- Vizisense
The next step will see the IAB’s technical committee – headed by Ian Muir – review the submissions.
IAB boss Paul Fisher said: “We’re very pleased with the industry credentials of the tendering companies and the breadth and caliber of responses. The culmination of this extensive and rigorous process will be the most significant single event in online audience measurement in Australia. ”
The tender is already creating competition in the market, with Vizisense indicating that it plans to allow sites to sign up for its new service at a fraction of that currently charged by Nielsen.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It will be interesting to see whether online video measurement and fusion with TV audience data comes into consideration. Surely of interest to agencies, their biggest spending clients and Ian Muir as well.
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creatign means what exactly?
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Hi Yawn,
Sorry you couldn’t crack the code on that one. Now amended to “creating”.
Cheers,
Tim – Mumbrella