IAB Australia to Tender for Online Measurement

Trade association IAB Australia is to conduct an independent review into requirements for a digital audience measurement currency, to form the basis for a tender for online measurement services, published in May.

The association and its Audience Measurement Council has appointed Venture Consulting to conduct the strategic industry review, and will then look to appoint one or more vendors as preferred suppliers for the planning, buying and reporting of online audience measurement. The review will cover all digital formats, including text and video on browsers and apps across desktop and laptop computers, tablets, smartphones and CTV - all with an eye on privacy compliant and future sustainable online audience measurement in Australia.

CEO Gai Le Roy comments: 'With technology and regulatory changes in progress and considering recent developments in digital industry measurement projects and global cross-media measurement initiatives driven by the World Federation of Advertisers (WFA), now is the right time to evaluate potential solutions from measurement vendors so we can continue to meet the needs of the Australian market with the accuracy and credibility that underpins confidence and investment in digital advertising'.

Nielsen is expected to be among the bidders and has released a statement in support of the review, underlining its commitment to 'world-first online measurement methodologies' and highlighting both its work with the IAB and its investment in a number of relevant patents over the past 18 months.

The IAB says it will release more details on the tender process shortly. Any immediate enquiries should be addressed to Research Director Natalie Stanbury at natalie@iabaustralia.com.au .

Web site: www.iabaustralia.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.