Hot on the heels of news that Quantium may bid for the IAB’s Online Audience Measurement contract, another provider has confirmed that it has thrown its hat into the ring.
The IAB wants to expand the online audience measurement system from primarily desktop to include mobile devices and video. It has cast the net wide in a bid to "ensure that measurement covers all areas of digital and that it also has the necessary hooks in place for other mediums", according to CEO Alice Manners.
That's smart move, Torque Data managing partner Sean Cooper told AdNews. The company will take part in the tender process as part of a consortium, although he said it was too soon to name potential partners.
"The bid process is very good. There is a recognition from the IAB and its members that the area is moving so quickly that measurement is just not delivering what people want. It is very complex."
"Our clients see that gap as well." While he said the company had some "proven solutions" Cooper said very few companies would "have all the elements" internally "so we will bid as part of a consortium to address it."
Acceptance of that fact by the IAB and potential providers was "refreshing" he said. "There is a desire to come up with a better model and even if it does end up with one of the big vendors [winning everything] at least it has taken the opportunity to look at everything out there."
Cooper said that the timing of the tender was also opportune as it gives Australia a chance to lead the world in digital measurement.
Quantium, the data firm that is part-owned by Woolworths, last week confirmed it was mulling a bid for the contract, which is held by Nielsen until the end of this year.
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