Nielsen set to battle GfK to retain IAB online audience measurement contract
The Interactive Advertising Bureau has whittled its shortlist for the important digital audience-measurement contract down to two providers, with incumbent Nielsen set to battle it out with GfK for the spoils.
A tender process kicked off earlier this year with 23 companies throwing their hats in the ring in the expressions of interest stage, while in July a shortlist of four companies, which included Roy Morgan and US measurement giant ComScore was announced.
However, both of those companies failed to make it through to the final round after a technical presentation to a panel chaired by industry veteran Ian Muir.
Alice Manners, IAB CEO said in a statement: “After conducting a technical evaluation of the four proposals, Nielsen and GfK’s proposals were found to have offered solutions and local investment that best meet our very demanding brief.
