Telstra and Roy Morgan have partnered in a bid to win the IAB's digital audience measurement tender, AdNews has learnt.
The data firm and the telco are understood to be collaborating in a four horse race for the contract. ComScore, GfK and incumbent Nielsen are the other runners.
Telstra and Roy Morgan already have a technology partnership arrangement but neither would comment on the IAB bid process, nor what each party was bringing to the table.
The IAB is moving to capture desktop, laptop, smartphone and tablet use under a single measurement system with the new panel also capturing all content including video and audio. Telstra's capabilities, particularly in mobile, brings another dimension to the bid.
Alice Manners, CEO of the IAB was unable to comment directly and emphasised that the process is being handled by an independent party, but suggested there could potentially be a number of partnerships formed by shortlisted parties vying for the task. That suggests that the other parties may also be working with other companies to win the business.
The initial shortlist was culled from 23 original submissions down to four after the tender was called in April.
A decision on the contract winner is anticipated in October.
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