IAB Australia has confirmed that Nielsen has been appointed the sole and exclusive preferred supplier for the provision of digital audience measurement services in Australia, starting on January 1st 2015, for a three year period.  The contract will see a comprehensive overhaul of the existing digital audience measurement system, with a number of significant improvements and enhancements around mobile audience measurement and improved reporting capabilities.

“After a long and rigorous process we are thrilled to finally announce Nielsen as our measurement provider,” said Alice Manners, CEO of IAB Australia. “Their appointment firmly places Australia at the forefront of digital audience measurement globally and will help IAB ensure our industry remains transparent and healthy in years to come.

“Our industry has experienced considerable growth in the last couple of years to reach 37 per cent of total advertising expenditure this year and I have no doubt that this growth has been supported by the quality of digital audience measurement.  With the rollout of the new system, I see this growth soaring with publishers able to report on their complete audience across all digital platforms and agencies being able to better understand  how audiences are moving across these platform,” added Manners.

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