IAB bid down to two

The Interactive Advertising Bureau (IAB) Australia has announced that Nielsen and GfK have made the final shortlist for the digital audience measurement contract, which runs through the next three years.

The two companies were selected instead of other shortlisted applicants Roy Morgan and comScore, after a technical review panel chaired by consultant Ian Muir examined presentations from the four bidders – which were selected after applications from 23 companies.

CEO of IAB Australia, Alice Manners, said the a technical evaluations of the proposals showed that Nielsen and GfK offered solutions and local investment that were best suited to the demands of the 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,” she said.

Ms Manners confirmed that a final decision on the contract will likely be made in early October.

Nielsen is the incumbent provider and has held the IAB contract since 2011. Nielsen data is also used as part of the emma cross-platform audience survey, which recently celebrated 12 months since its launch.

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