Audit body chooses comScore as new web traffic measurement
Nielsen now has an endorsed competitor for Australia’s online currency after the Audited Media Association of Australia selected comScore as its analytics platform.
The moves comes four years after the audit organisation launched its web audits using Nielsen Market Intelligence. Nielsen declined to participate in the repitch, leaving a two-way showdown between comScore and Effective Measure. comScore’s Digital Analytix product will be the basis of the audited platform.
However, Nielsen remains the preferred provider of the Interactive Advertising Board, which is the industry body dedicated to promoting the interests of Australia’s large online publishers.
The new service will include daily unique browsers, page impressions and session data metrics. The first audited data, covering November, will be available in December.
Stephen Hollings, chairman of the AMAA said: “The service builds upon our members’ desire for website measurement that carries the same level of auditing rigour and transparency that we apply to print and events. Our non-profit mission remains focused on bringing accountability and trust between advertisers, agencies and publishers in an ever-changing media industry.”
Paul Dovas, AMAA’s CEO, said: “We are grateful for the opportunity to have worked with Nielsen over the last four years and while today’s announcement represents a new era and a new approach by the AMAA, our commitment to deliver census-based, audited website measurement to our members remains as important as ever.”
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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Should a publisher pay to keep Nielsen tags on their site or should they just switch to comScore with AAMA?
Any thoughts?
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Interesting that the IAB is described as “dedicated to promoting the interests of Australia’s large online publishers”.
Another perspective is that the IAB is “dedicated to promoting the usage of audience data as opposed to the promotion of the blunt instrument of traffic”.
So to answer Anonymous … they’d be mad to go back to last century’s ‘currency’ of traffic. Why not bring back hits then?
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No comments at all about this – I guess no one feels like they’ll miss Nielsen?
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Or, that no-one really cares about auditing traffic when they can use audience data.
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