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."
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.