IAB Shortlists Four in New Measurement Tender

12:11 PM, 16 July 2014

The Interactive Advertising Bureau has shortlisted four agencies for its digital audience measurement panel contract- Nielson, Comscore, GfK and Roy Morgan Research.

The IAB is working to capture desktop, laptop, smartphone and tablet use under a single measurement system. This includes all video and audio content.

Tender manager Ian Muir has culled the shortlist from 23 original submissions after the tender was called in April.

IAB Australia CEO, Alice Manners, said: “We are delighted to have received so much interest in this tender from both local and overseas organisations. Australia has always been a global leader in innovative audience measurement thinking and implementation, and the quality of the proposals that we have received will help us remain in this position. 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.”

The IAB says that the next generation of measurement will continue to give advertisers confidence in investing in digital advertising platforms.

Source: ADNews.com
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