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Nielsen confirms it won’t be participating in audit bureau tender

NielsenAudience measurement company Nielsen has confirmed it won’t be participating in the upcoming Audited Media Association of Australia tender for its web audit service.

Nielsen is the current provider the AAMA announced earlier this month that it would open a tender for interested companies to provide metrics including page impressions, unique browsers and unique devices.

Managing director for media audience measurement at Nielsen Matt Bruce said: “While we respect the AMAA decision to try a new path, advertisers across all media are hunting for single trusted metrics.”

“Nielsen agrees with this view – adoption of an unambiguous measurement currency is an important factor in advertiser confidence and advertiser spend.  That is why TV, Radio, Print, Outdoor and Online all have one media currency.  Subsequently, Nielsen will not be participating in this request for proposal.”

“Nielsen will continue to focus on the rollout of recently launched services that increases insight into consumer behaviour and instills confidence in Online advertising; such as Nielsen Online Campaign Ratings, Nielsen Online Brand Effect and additional mobile and tablet measurement services.”

The move comes just a month after rival body the Interactive Advertising Bureau, mainly representing Australia’s largest online publishers, extended audience measurement company Nielsen’s contract as the preferred provider of online audience measurement for the industry body without a tender.

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