AdNews: Another big data firm eyes Nielsen's Online Audience Measurement contract

Hot on the heels of news that Quantium may bid for the IAB's Online Audience Measurement contract, another provider has confirmed that it has thrown its hat into the ring.

The IAB wants to expand the online audience measurement system from primarily desktop to include mobile devices and video. It has cast the net wide in a bid to "ensure that measurement covers all areas of digital and that it also has the necessary hooks in place for other mediums", according to CEO Alice Manners.

That's smart move, Torque Data managing partner Sean Cooper told AdNews. The company will take part in the tender process as part of a consortium, although he said it was too soon to name potential partners.

"The bid process is very good. There is a recognition from the IAB and its members that the area is moving so quickly that measurement is just not delivering what people want. It is very complex."

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