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.


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