Short list announced for IAB Australia’s Digital Audience Measurement Tender Process

Four companies invited to proceed to presentation stage

Comscore, GfK, Nielsen and Roy Morgan Research have been named as IAB Australia’s short list for its digital audience measurement tender process which is currently underway.  The companies will now present to a specialist technical review group chaired by industry veteran, Ian Muir. After the presentation which will take place in early August, IAB will conduct a final technical and commercial evaluation before announcing the successful vendor later this year.

IAB Australia issued its call for submissions for a three year preferred supplier agreement to provide a digital audience measurement solution that encompasses desktop, laptop, smartphone and tablet devices and covers of all forms of digital content including video and audio in Australia in April 2014. Twenty-three companies submitted expressions of interest. The current supplier is Nielsen, who won the first preferred supplier agreement in 2011.

IAB Australia CEO, Alice Manners, said “We are delighted to have received so much interest in this tender from both local and overseas organisations. Australia has always been a global leader in innovative audience measurement thinking and implementation, and the quality of the proposals that we have received will help us remain in this position. We look forward to making an announcement later in the year on the winning vendor and more details about the products, methodology and roll out.”

Ian Muir commented “The process to date has been extremely smooth, and the level of engagement and effort on the part of the suppliers is to be commended, particularly given the expectations we have of the suppliers exceeds those of other leading markets.”

IAB Australia's objective with the appointment of a preferred supplier or suppliers for the provision of digital audience measurement services is to ensure constantly evolving and accurate audience measurement in the Australia to support confidence and investment in digital advertising.


About the Interactive Advertising Bureau 
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.

IAB Australia’s board includes representatives of, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:

  • To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
  • To deliver the benefits of ad funded interactive experiences to Australians
  • To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
  • To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press 

For further information about IAB Australia please visit: