Andrew Reid switches from Peer Group to lead online measurement charge at ViziSense

Peer Group MD Andrew Reid has left the company to lead a bid by ViziSense to become the online industry’s media metric.

The move comes as the Interactive Advertising Bureau prepares to call a tender to be the preferred supplier of online audience data.

The system to be developed is likely to be a hybrid system – using both tag data to measure traffic and panel data to identify who users are and remove duplication of so-called unique user data, which end up with massive over-reporting because of usage by individuals of multiple devices.  

Reid joined Peer Group – which has seen several recent exits – in July 2008. However, he told Mumbrella the reason for his move was purely because of the opportunity it presented to him. Prior to Peer Group, which focuses on music and events, Reid had been the MD of Blue Freeway and before that helped manage Nielsen NetRatings.