Nielsen Declines to Bid for AAMA Web Audit Contract

Nielsen has opted not to participate in a tender put out by the Audited Media Association of Australia (AAMA), for a new range of metrics to be included in its Web Audit Service. The measurement giant says the ad industry has made clear its preference for a single metric.

AAMA's existing service has been audited by Nielsen for the past four years, but earlier this month it was announced that the contract was being put out to tender and instead of offering a single metric, AAMA would be looking for several partners to provide a suite of new metrics. Initially, these are likely to include page impressions, unique browsers and unique devices and eventually viewable impressions.

Citing 'ideological' differences, Nielsen has decided not to take part in the RFP. Matt Bruce (pictured), MD of Nielsen's Media business in Australia, told AdNews: 'What the IAB (Interactive Advertising Bureau) has said consistently is that growing online advertising spend is about having one single trusted metric that advertisers can get behind. When there's one set of audience numbers that media stands behind, it gives advertisers confidence. The reason we're not able to work with the AMAA is they want a number of providers to develop a range of different metrics.'

Web sites: www.auditbureau.org.au and www.nielsen.com .