Nielsen Funded Research Council Issues RFP For 'Digital Audience Measurement,' Will Nielsen Bid?

by , Feb 10, 2011, 10:43 AM
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Moments after ANA chief Bob Liodice announced that the ad industry would soon unveil a new initiative to try and standardize measurement and metrics across digital media platforms, the Nielsen-funded Council for Research Excellence announced a request for proposal to industry researchers for a project to advance digital audience measurement. Coincidence? I think not, but hard to tell from the Council's press release, which says:

"The objective of the project would be to examine how various digital publishers capture and maintain user data, and to understand the role this data can play in supplementing research-panel data to augment audience measurement."

The Council said the project should help assess current data-collection practices as well as "best practices" to "strengthen 'hybrid' (panel-based/server-based) digital audience measurement," but that no confidential or proprietary information is being sought.

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