GfK Wins Polish Online Audience Contract

Media owners committee PBI (Polskie Badania Internetu) has commissioned GfK to provide Poland's official data for online audience measurement for four years, starting in January 2016. comScore, Gemius, Millward Brown and Nielsen had also made bids.

GfK will use a hybrid approach integrating data from several sources, in order to deliver a picture of digital consumers, and to determine the reach of web site and app advertising. Analyzed sites will use cookie technology to determine the number of visitors and the length of visits, and additional information on which target groups use the web sites or apps will be supplied by a cross-media panel. Anonymized and aggregated target group profiles will be created from this data.

The first results of the new study will be available in early 2016, until when, Internet audience measurement will continue to be assessed using the current Megapanel / PBI framework managed by Gemius.

Andrzej Garapich (pictured), MD of PBI, explained: 'GfK impressed us with an integrated and future-proof offer. Thanks to new GfK technology, we will be able to use one database to analyze how large the reach is for web sites, online videos and apps on various devices like PCs, laptops, tablets and smartphones. We will also be able to analyze which target groups use these offers'.

Web sites: www.pbi.org.pl and www.gfk.com .