21 Feb 2014. AdNews - The IAB wants to hear what all agencies, marketers and publishers need as it aims to find solutions for cross platform media measurement. Nielsen's contract for online audience measurement is coming to the end of its term and the deed is up for renewal. All stakeholders are invited to a 'town hall' meeting next month to get the process rolling and shape the future of multi screen measurement.
According to Alice Manners [pictured], CEO of IAB Australia, the industry meeting will be the first step on what will be a very transparent review process.
“Online measurement is an issue that is of critical importance for our industry so it’s vital that our tender process reflects the combined interests of our industry. Australia is a leader in digital audience measurement being one of the first markets globally to test and embrace hybrid methodology to help with more accurate and inclusive data.
“We anticipate considerable input and opinion at our meeting in March and we are also encouraging all potential online measurement suppliers to get involved in responding to the tender. We are looking forward to reviewing a range of innovative and challenging new solutions for this complicated issue which will help us support and grow the online advertising industry as a whole,” said Manners. More...