Nielsen throws its hat in the ring for IAB online currency tender
Nielsen has thrown its hat into the ring for the Interactive Advertising Bureau-run tender to create an Australian online currency.
Nielsen currently runs Market Intelligence which is based on site traffic.
However, a major drawback is that the system does not allow for individual users who use more than one device to access the internet. As a result there are millions more “unique browsers” in Australia than there are Australians.
Although the IAB has not published full details of its tender, it is likely to require a panel system which would allow the tracking of user behavious as well as actual site numbers.
A statement from The Nielsen Company today said: “Nielsen, which already provides industry approved online trading currency in several markets, has requested a copy of the tender document and will participate in the tender process.”
And Matt Bruce, Managing Director of Nielsen’s online division in Australia, also acknowledged the crowing call for a currency which can link to user consumption of other media.
He said: “The maturity and sophistication of the Australian online market means that we are at a stage now where we need to move to an industry approved online audience measurement system to gain a greater level of consistency and understanding of online audience behaviour to enable comparisons with other media.”
And he also committed to introducing a panel element to the service, saying: “Nielsen believes the use of a hybrid methodology focused on people will significantly improve the quality of audience measurement metrics available to Australian advertisers, media buyers and publishers.”
He added: ““Ultimately, our goal is to bring online media in line with traditional media by creating a truly representative audience figure with supporting demographic and behavioural insights to assist our clients in understanding consumer behaviour on the web and how this drives what consumers buy, online and offline.”
Nielsen Market Intelligence is currently the only online metric which allows for site owners to apply for an Audit Bureaux of Australia certificate. However, none of the major publishers have yet done so because they all currently use autorefresh.
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For the record, ViziSense Australia has also requested a copy of the tender document and will respond accordingly. Why should my good friends at Nielsen have all the fun?
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