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

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he's been editor, content director and editor-at-large of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. In 2021 he published the definitive guide to the recent history of the Australian media industry, Media Unmade

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topics Colmar BruntonEffective MeasureIABInteractive Advertising BureauNielsen OnlineonlineRoy Morgan Research

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Comments: 3

jerrys 31 Jan 11

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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{YAWN} 31 Jan 11

creatign means what exactly?

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mumbrella 31 Jan 11

Hi Yawn,

Sorry you couldn’t crack the code on that one. Now amended to “creating”.

Cheers,

Tim – Mumbrella

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