IAB Australia Names Online Measurement Shortlist

In Australia, the Interactive Advertising Bureau (IAB) has shortlisted three agencies to challenge incumbent Nielsen for its three-year online audience measurement contract.

Twenty three companies submitted expressions of interest, and comScore, GfK, Roy Morgan Research and Nielsen were selected. According to online publication Mumbrella, at least two of the companies on the shortlist have put together consortium bids - with GFK joining with Aztec Research and comScore joining with Ipsos.

The solution sought for digital audience measurement encompasses desktop, laptop, smartphone and tablet devices; and all forms of digital content including video and audio. In early August, each agency will present to a specialist technical review group chaired by former Oztam CEO Ian Muir, after which IAB will conduct a final technical and commercial evaluation before announcing the successful vendor later this year.

IAB Australia CEO Alice Manners (pictured) comments: 'We are delighted to have received so much interest in this tender from both local and overseas organisations. We look forward to making an announcement later in the year on the winning vendor and more details about the products, methodology and roll out.'

Nielsen was first awarded preferred supplier status in 2011, and in April, its contract was extended for a further eighteen months.

Web site: www.iabaustralia.com.au .