Audience Measurement and Industry Ratings
Nielsen currently provides IAB endorsed volumetric data released daily until April 2022. Nielsen continue to conduct the industry’s ongoing enumeration study and hybrid measurement to size the digital population in Australia and provide digital usage data by device and content category, such as data contained in the IAB Consumer and Device Digital Report. Nielsen also continue to release monthly digital audience ratings data, however the IAB is unable to support the tagged monthly audience data being provided in Nielsen’s Digital Media Ratings. Further guidance is available here.
IAB AUSTRALIA APPOINTS IPSOS AS PREFERRED SUPPLIER FOR DIGITAL AUDIENCE DATA FROM 2022
After a 6-month tender process during 2021, IAB Australia have appointed Ipsos as the industry’s exclusive and preferred supplier for the planning, buying, and reporting of digital audience measurement data in Australia from 2022. Ipsos iris, a digital content measurement system, is being built from the ground up in collaboration with the IAB and will commence in Q2 2022. Further information on the announcement is available here.
THE ROLE OF INDUSTRY DIGITAL AUDIENCE MEASUREMENT CURRENCY
For nearly 10 years the IAB has endorsed a preferred supplier. Nielsen was first endorsed by the IAB in 2011.
The endorsement of a preferred supplier provided a level playing field for comparison of audience size and characteristics and greater confidence to advertisers for media planning decisions. It has also helped media owners to demonstrate the unique attributes of their properties and help commercialisation of their content.
The appointment of Ipsos as the preferred supplier from 2022 is the culmination of extensive work by the IAB and its Measurement Council, commencing in early 2021 with a strategic review of industry requirements. This strategic review, conducted by Venture Consulting, found that most buy and sell side respondents indicated independent audience measurement provides value as a single source of truth and believe that it will remain relevant over forthcoming years despite the ongoing shift towards programmatic trading. This review formed the basis for the standards and specifications of a tender that was issued in May 2021, inviting measurement vendors to submit their services for evaluation.
The IAB’s objective with the tender process was to endorse new standards aligned to the evolving needs of the industry. The retirement of third-party cookies and the increasing emphasis on digital privacy also required a reassessment of how digital audiences are measured into the future.
Key things our currency needs to deliver:
BUILDING FOR THE FUTURE
IAB Australia appointed Ipsos as the industry’s exclusive and preferred supplier for the planning, buying, and reporting of digital audience measurement data in Australia from 2022. Ipsos iris is currently being built from the ground up in collaboration with the IAB to meet the needs of the Australian market.
You can find out more about what Ipsos iris will deliver to the market, the roll out of products and features and how media owners can get involved and participate in the measurement system, including key requirements for site and app tagging by watching this video, Building The Future: Ipsos iris, IAB Australia Endorsed Audience Measurement Information Session
Ipsos iris will launch in Q2 2022 and continue to evolve with a roadmap of enhancements over 2022/2023. It will also be adaptable to changing requirements as the industry develops in future years.
In summary, the Ipsos iris solution will deliver:
Tag up and be counted
Tagging ensures that media owner assets, including websites and apps along with text, video or audio content, are measured across all devices and represented completely to the marketplace. Along with independent and unified measurement, there are key benefits for media owners to implement Ipsos iris tagging:
Tags are available for implementation now. Technical workshops and support are currently available to developers on how to set up tags within their media owner environments.
Ipsos will work with media owners to agree how they wish their brands to be structured within Ipsos iris. Once this structure has been agreed tags and technical documentation will be provided to media owners through an administrative interface.
For more information on getting involved in the Ipsos iris measurement system and to ensure being reported in Ipsos iris from launch please email Heather White Director of Digital Measurement at Ipsos, Heather.White@ipsos.com
CONTACT FOR MORE INFORMATION
Natalie Stanbury
Research Director
natalie@iabaustralia.com.au