Deal is a triumph of consistency over competition.
Nielsen has struck a deal with the Australian Interactive Advertising Bureau to become its exclusive provider of online audience measurement for the next two years.
By signing a deal with an exclusive metrics supplier, IAB Australia seems to be placing the benefits of metrics consistency over competition. Advertisers and publishers will no longer have the leverage over metrics companies that comes with having vendors compete for their business. But the trade-off is that the industry as a whole will now be reporting its metrics in consistent units, making Internet media buying more compatible with other platforms.
Nielsen Online Ratings offers a people-based - rather than browser-based - measurements system. IAB hopes this will make it easier to track users' behavior from the Web to mobile.
"For years, media planners and buyers and marketers, have asked for standardized measurement and metrics for online audiences and websites and a media planning and buying currency," said Paul Fisher, CEO of IAB Australia, in a statement. "Nielsen’s Online Ratings hybrid measurement methodology is a significant and world-leading step towards that goal."
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Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Hong Kong, May 5-6, 2015
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT