mUmBRELLA: Nielsen finds two million new online audience members amid major changes to its measurement systems

Audience measurement company Nielsen has announced major changes to its methodology and systems that will see the size of the Australian online audience grow by around two million users when the numbers are announced tomorrow, Mumbrella can reveal.

The major overhaul sees Australia become the first market in the world to implement Nielsen's new data processing platform and also make significant revisions to the rules on its 7,000 panelists, who under the IAB approved hybrid model are used together with tags on websites to measure online audience.

Under the changes the number of Australians now online will hit a record 17.5m, a change which is expected to significantly increase the online audience of major publishers when the Nielsen Online Ratings are announced tomorrow.
Nielsen's head of media industry group Monique Perry told Mumbrella these changes, which come ahead of the Interactive Advertising Bureau (IAB) tender for the online audience measurement provider, which Nielsen currently holds, are about demonstrating the company's "commitment to the industry and our desire to continue to work with the industry in the future".

"These are significant changes," she said. "There are two big elements to this change. One is a massive investment from Nielsen on a new back end that enables us to process data daily and curate data daily. It's a hundreds of millions of dollar investment (globally) and it is about future proofing our business and moving to daily data which is where we need to go."

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