Ipsos Wins UAE Cross Media Measurement Contract

In Dubai the Advertising Business Group, a non-profit organisation advocating for responsible advertising and communication in the MENA region, has appointed Ipsos as its partner for its ad currency UAE Cross Media Measurement project.

The Group, whose members account for more than 70% of the region's advertising spend and whose code of practice is founded on the guidelines of the ICC and WFA (World Federation of Advertisers), says the UAE is demographically fragmented, digitally mature and 'one of the first countries in the world to embrace the next generation of audience measurement standards'. The winning Ipsos proposal employs the global group's MediaCell personal meter to measure linear and digital TV, alongside blockchain and DP technology from marketing software company Aqilliz, to ensure privacy compliant measurement.

Elie Aoun (pictured), Ipsos Media CEO in MENA comments: 'This is extremely important for the UAE, the industry and Ipsos, as it is one of the biggest media projects in MENA. This project saw the life because the advertisers, publishers and media agencies sat together under the umbrella of the ABG, to work on a project that follows the WFA guidelines, and that will put the UAE among the first pioneering countries to launch such a futuristic project. Choosing Ipsos means that the investment done by Ipsos on MediaCell, the personal meters technology, to measure TV, OTT and Digital, paid off in our region, and will open the door to other countries to follow, and also means that the open minded and collaborative position of Ipsos to work and collaborate with technology companies like Aquiliz to present the best solution to the market was the right thing to be done'.

Gowthaman Ragothaman, Founding CEO of Aqilliz says the firm is 'extremely delighted and proud' to be working on the pioneering project which will 'set the standard for a truly neutral cross media measurement solution'.

Web sites: www.ipsos.com , www.aquiliz.com and https://new.abg-me.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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