Ipsos Replaces Nielsen as IAB Australia Data Supplier

In Australia, the Interactive Advertising Bureau (IAB) has appointed Ipsos as its preferred supplier for digital audience data for a three-year term, commencing in the second quarter of 2022. Nielsen previously held the contract for nearly a decade.

Following a six-month tender process, IAB has commissioned Ipsos for the planning, buying and reporting of digital audience measurement data in Australia. This will commence alongside the launch of the Ipsos iris standard for online audience measurement, which will be built locally in collaboration with IAB Australia to meet the needs of the national market. Along with 41 standard metrics available, Ipsos will work with the IAB to develop new metrics and partner with other data suppliers to provide additional ways for media owners to demonstrate the attributes of their properties and help commercialisation of their content.

The appointment of Ipsos is the culmination of work conducted by the IAB, which included a strategic industry review of requirements conducted by Venture Consulting. Sixteen measurement organisations expressed an interest in responding to the invitation to tender and the IAB said it was impressed with the 'high quality of tenders received'. Natalie Stanbury, Research Director at IAB Australia, says that with the retirement of third-party cookies, the increasing emphasis on privacy regulation, and recent global initiatives in cross-media measurement, it was the right time for reassessment of how digital audiences are measured.

Gai Le Roy (pictured), CEO of IAB Australia, thanked Nielsen on behalf of the industry for its dedication to providing 'robust audience measurement' during the last ten years, adding: 'The appointment of Ipsos will instil confidence in advertisers for planning decisions on where to invest their media budgets by providing accountability for their investments and offering ways to evaluate opportunities and measure success consistently across all media'.

Web sites: www.iabaustralia.com.au and www.ipsos.com .

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

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