IAB to start tender process for online measurement services
IAB Australia has announced that it will conduct an independent review into digital audience measurement requirements, followed by a tender for online measurement services, commencing in May.
IAB and its Audience Measurement Council has appointed Venture Consulting to conduct the strategic industry review. Upon its completion, IAB will then invite measurement vendors to submit their sources for tender evaluation.
This will result in IAB Australia appointing a vendor/s as its preferred supplier/s for the planning, buying, and reporting of online audience measurement.
Gai Le Roy
IAB Australia CEO Gai Le Roy said the review will take into account the changing nature and evolution of audience measurement.
“The continual evolution of digital audience measurement is essential in addressing ongoing technology and regulatory changes, the future role of industry content data with increasing programmatic buying and making steps towards cross-media measurement.”
As part of the tender process, IAB will endorse new standards for online measurement aligned to the evolving needs of the industry as identified in the strategic review.
Venture Consulting will, as part of the review, consider the future needs for the digital market, for large and small publishers across multiple formats and devices.
It will also assess how industry requirements will evolve over time, with a goal of privacy compliance and future sustainable online audience measurement in Australia.
Le Roy added: “With technology and regulatory changes in progress and considering recent developments in digital industry measurement projects and global cross-media measurement initiatives driven by the World Federation of Advertisers (WFA), now is the right time to evaluate potential solutions from measurement vendors so we can continue to meet the needs of the Australian market with the accuracy and credibility that underpins confidence and investment in digital advertising.”
Nielsen has released a statement in support of IAB’s strategic review into audience measurement, and its managing director, pacific, Monique Perry said Nielsen is committed to top-class methodologies.
“Like the IAB, Nielsen has always been committed to providing world-first online measurement methodologies to ensure the media industry has total confidence and clarity when it comes to the planning, buying and reporting digital inventory,” she said.
In its statement, Nielsen noted that it has heavily invested in several patents over the past 18 months to maintain its market-leading position in audience measurement.
Perry added: “We have been talking to the IAB about some of these innovations and our future plans to introduce some of these into the Australian market.
“We believe these developments, combined with our unique understanding of the market, will enable us to continue to help the industry evolve and to support the IAB in its efforts to deliver global best practice in digital measurement.”
IAB Australia will release further details on the tender process and timing.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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