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Nielsen Wins Australian Online Currency Contract
Nielsen has won IAB Australia's contract to supply the country's online audience measurement currency, following an eight-month tender process.
The tender was announced last September. Nielsen was chosen over rival bidders Colmar Brunton in partnership with Gemius; ComScore; and Roy Morgan Research working with Effective Measure and Vizisense.
Nielsen's hybrid 'people-based metrics' system will combine tag-based measurement with panel-based measurement to allow comparison between online and other media. It also allows for a variety of digital platforms, and will provide online reach and frequency analyses which Nielsen says can be compared with its figures for traditional media.
IAB Chief Exec Paul Fisher says the hybrid system is 'a world-first' and 'marks the dawn of a new era in online audience measurement and is a significant step towards growing the online industry in Australia.'
Web site: www.nielsen.com .
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