Nielsen spiked for Ipsos in IAB Australia’s online measurement tender; passive device meters likely

News Plus 11 Aug 2021 - 2 min read

Nielsen spiked for Ipsos in IAB Australia’s online measurement tender; passive device meters likely

By Paul McIntyre - Executive Editor

IAB Australia's CEO, Gai Le Roy.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: IAB Nielsen Ipsos cross media measurement

The IAB is set to end a decade-long online measurement alliance with Nielsen for Ipsos and return to a consumer research panel, widely dissed by many online players but now making a comeback. Regulatory headwinds around privacy and tracking has forced methodological changes on an industry often cavalier towards user tracking, data collection and privacy. The Ipsos appointment is likely to position the IAB well for future cross-media measurement developments.

What you need to know:

Ipsos is set to replace Nielsen for the IAB's online measurement contract.
The UK's digital industry appointed Ipsos last year to handle its online measurement service with a panel of 10,000 consumers willing to have all their devices passively tracked.
The IAB said a decision on the Australian tender winner will be announced within two weeks

Number's up

Big changes are looming in online measurement as Mi3 understands a decision by the IAB to appoint Ipsos has been made and legal and technical details are being finalised. Ipsos in April lost the newsmedia readership measurement contract to Roy Morgan after eight years.

Specific details on the digital audience contract are scant but IAB Australia’s move follows the UK’s online measurement body UKOM, which last year dropped Commscore for Ipsos and its Iris project for five years from 2021.

In the UK, Ipsos proposed a single source research panel of 10,000 consumers willing to install passive meters across their devices. Australia is likely to replicate the approach although Mi3 could not confirm this at the time of publishing.

IAB CEO Gai Le Roy would not be drawn on the Ipsos decision, telling Mi3 in a statement that “we expect to make an announcement on the successful organisation within the next fortnight.”

Ipsos Australia referred Mi3 queries to the IAB and a statement from Nielsen said: “We await IAB Australia’s formal announcement to discuss the outcome of the digital content audience measurement tender.”

Le Roy said 16 submissions were received for the digital audience measurement contract review, started in May. The IAB said at the time the tender would be strategic, robust and fast and it appears to have made good on that pledge.