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Nielsen Online Wins Pitch to Deliver Currency
The UK Online Measurement (UKOM) company, which plans to launch a single online audience measurement currency, is in preliminary discussions with Nielsen Online to provide the data.
UKOM was formed last December, following the collapse of JICIMS (the Joint Industry Committee for Internet Measurement Systems). At the time, the IPA and ISBA resigned as shareholders, leaving the IAB (Internet Advertising Bureau) and AOP (Association of Online Publishers) to form the new body.
Its main aim is to create, administer and fund a system for planning ad campaigns using online media, based on a user-centric approach to audience measurement.
Nielsen Online pitched against Gemius/IPSOS, GfK and comScore for the contract, and following an extensive technical review, Nielsen's emerged as the leading tender. UKOM is now in the final stages of bringing together media owners, agencies and advertisers to reach consensus and secure widespread support.
Guy Phillipson, CEO of the IAB and Director of UKOM comments: 'Nielsen has met all of the critical requirements of the brief. And whilst we are confident that we can introduce an advanced system with transparency comparable to traditional media surveys, it's now essential that we work with all the industry stakeholders to make it happen.'
Mark Cranmer, who was appointed UKOM's first Chairman last year, has now stepped down to take on the role of CEO of Aegis Media's digital agency network Isobar. He thanked his UKOM colleagues for a 'productive start to the year'.
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