IAB Australia has appointed global market research group Ipsos as exclusive and preferred supplier for the planning, buying and reporting of digital audience measurement data.
The deal is for a three-year term starting with the launch of Ipsos iris, aimed at providing agencies and advertisers a trusted independent foundation to make evidence-based media decisions.
Commercial details haven't been released.
Premium news publishers in April this year dropped audience insight platform emma, run by Ipsos, for a new deal with Roy Morgan.
Earlier in the year the Outdoor Media Association appointed Ipsos to update its audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure).
The latest appointment with IAB Australia is the culmination of work starting early this year with a strategic industry review by Venture Consulting.
This formed the basis for specifications of a tender issued in May. Sixteen measurement organisations expressed interest. Nielsen had been the exclusive preferred supplier for digital audience measurement services.
Gai Le Roy, CEO of IAB Australia: “It’s vitally important to have a robust, transparent and inclusive standardised currency from an independent measurement vendor to provide a level playing field for comparison of audience reach and characteristics.
"The appointment of Ipsos will instil confidence in advertisers for planning decisions on where to invest their media budgets by providing accountability for their investments and offering ways to evaluate opportunities and measure success consistently across all media.”
Natalie Stanbury, Research Director at IAB Australia: “With the retirement of third-party cookies, the increasing emphasis on privacy regulation, along with recent global initiatives in cross-media measurement led by the World Federation of Advertisers (WFA), it was the right time for reassessment of how digital audiences are measured.
"Our goal is to ensure Australian advertisers and agencies continue to have access to the most accurate, credible, and future sustainable online audience measurement solution.“
Simon Wake, CEO of Ipsos Australia & NZ: “Ipsos’ ambition is to build a better, stronger future for digital measurement in Australia. The data drawn from our panellists will extend beyond media consumption and provide unrivalled insights for our clients into everyday digital behaviours.
"Our proposed solution draws on many of the innovations delivered in the UK and leverages our UK team’s experience over the last 18 months. We will also be drawing from our extensive local technical expertise, and we look forward to moving with the industry in lockstep collaboration.”
Nicole Bence, IAB Australia Chair and Network Digital Sales Director at Seven West Media: “Our industry relies on robust, inclusive and independently measured currency and we are delighted with the appointment of Ipsos. We and look forward to seeing its first sets of comparable and independent data in market next year, providing a true like for like measure of all publishers.”
Sophie Madden, CEO of MFA said: “A key role for the MFA is to ensure that the market has comprehensive, reliable, robust and trustworthy industry audience data that can meet the evolving agency and advertiser needs as well as technology and regulatory changes.
"Congratulations to the IAB on conducting an inclusive, thorough and efficient digital audience provider tender process. It is critical that the focus now shifts to product delivery in order to meet the necessary timelines for ongoing digital audience data.”
Doug Peiffer, CEO of OzTam: "OzTAM looks forward to working with the IAB and Ipsos to provide the best possible data sources in defining Australia's video viewing market - including the first look at the in-home video viewing universe, leveraging insights from streaming TV meters in 2,500+ OzTAM panel homes.”
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