MediaMedia BuyingIAB Australia Gives Nielsen Exclusive Measurement Contract

IAB Australia Gives Nielsen Exclusive Measurement Contract

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.”

Related Articles

The Coalition for Better Ads launches to make digital ads great again

Media The Coalition for Better Ads launches to make digital ads great again

1y Al Roberts
Content is king in the fight against ad blockers

Display Advertising Content is king in the fight against ad blockers

1y Al Roberts
How can you persuade ad block users to turn them off?

Media How can you persuade ad block users to turn them off?

1y Tereza Litsa
Five stats that sum up the rise of ad blocking

Display Advertising Five stats that sum up the rise of ad blocking

1y Leonie Mercedes
The Digital Download: Another volume of video vignettes

More News The Digital Download: Another volume of video vignettes

2y Mike O'Brien
Ad buying: a glossary of key terms and acronyms

Media Buying Ad buying: a glossary of key terms and acronyms

2y Mike O'Brien
The present and future of online video ads

Media Buying The present and future of online video ads

2y Tessa Wegert
What does the IAB's 'DEAL' plan mean for ad blocking?

Publishing What does the IAB's 'DEAL' plan mean for ad blocking?

2y Mike O'Brien