MADRID, 5 Sep. (EUROPA PRESS) -
Three companies, Kantar Media, comScore and Nielsen Online, choose to take over the measurement of audiences on the Internet in Spain, as announced by the Interactive Advertising Bureau (IAB Spain) and the Association for Media Research (AIMC) that have opened a contest to choose a company that is responsible for offering a single measurement of audiences on the web that serves for media, advertisers and advertisers.
During the month of September, the Digital Contracting Board, made up of media, agencies and advertisers, will be in charge of evaluating the proposals of the three companies and will issue a recommendation on the possible winning alternative to the boards of directors of AIMC and IAB Spain, who will finally decide the entity that best suits the purposes and requirements contained in the specifications presented on July 1.
The company that is chosen to measure the online audience in the Spanish market will do so during the period from January 1, 2012 to December 31, 2014, with an option to extend it for two years. During this period, IAB Spain and AIMC will ensure the development of the technical conditions committed by the meter, as well as the correct functioning and consensus of the online measurement.
The award, in addition to being notified individually to the candidates who attend the procedure, will be made public on the websites of IAB Spain and AIMC.
As reported by both associations, the resulting company must ensure that the universe of measurement is agreed by the market, so that the measurement operator uses the benchmarks that the market has established for this purpose from the General Media Study (EGM).
Likewise, the company that measures the audiences on the Internet must use the hybrid methodology, based on the integration of panel and census measurements, in the digital measurement system, according to the needs of the sector; have a technical committee of clients with the capacity to intervene in decisions of the local market; and commit to be independently audited in the different parts that make up the measurement.
The proposals that are presented must comply with the mandatory specifications, but the incorporation of possibilities for improvement will also be valued, inviting candidates to propose any other alternative that they consider leads to a better solution.
FG_AUTHORS: PortalTIC.es / Companies
