IAB to reveal new arbiter of online audience on Wednesday

The Interactive Advertising Bureau is to reveal the industry’s preferred supplier of online measurement on Wednesday.

The IAB has confirmed that it will make the announcement at 10am Sydney time.

The tender has been running since last September. In January the organisation announced there were five contenders:

They are:

  • Colmar Brunton with Gemius
  • ComScore
  • Nielsen Online
  • Roy Morgan Research with Effective Measure
  • Vizisense

The announcement will be made by IAB boss Paul Fisher.The decision will potentially have a major impact on how online advertising is bought and sold in Australia.

The currency remains controversial with several providers in use and certain metrics – for instance monthly unique browsers – becoming increasingly discredited.

The IAB is also curating a session at next month’s Mumbrella360 which will feature the successful provider along with Maxus boss David Gaines, chairman of the Media Federation’s digital subcommittee and Scott McClellan, CEO of the Australian Association of National Advertisers.


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