Nielsen and GfK final two in IAB measurement bid, Roy Morgan and ComScore out

By AdNews | 4 September 2014

The battle for the IAB online audience measurement tender is down to two as incumbent Nielsen and GfK make the final cut.

Roy Morgan and ComScore have been knocked out of the process. Roy Morgan was understood to be working with Telstra on its pitch to land the business.

The decision was made by an independent review group chaired by Ian Muir. The final decision will be announced in the fourth quarter, likely in October.

Alice Manners, IAB Australia CEO, said: “After conducting a technical evaluation of the four proposals, Nielsen and GfK’s proposals were found to have offered solutions and local investment that best meet our very demanding brief. We are extremely pleased the tender has generated so much interest both here and overseas – interest that galvanises Australia’s position as a leader in innovative audience-measurement methodology.”

The IAB is looking for a solution to cross platform digital measurement that encompasses desktop, laptop, smartphone and tablet devices.

23 companies, incuding Quantium, submitted expressions of interest and four were shortlisted. Nielsen is the current provider.

Pick up the next print edition of AdNews, out tomorrow, to read more about what IAB CEO Alice Manners thinks about the digital landscape.

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