The IAB South African Executive Board and Future of Measurement Committee are looking for an official online audience measurement partner. The provider will be expected to provide online and application measurement services to the IAB SA to build a “single currency” that all industry players can use as a standard. Narratiive has held the position since 2017.
Although this is not a new project, the new tender process allows for a review of capabilities and methodologies when digital media measurement is undergoing significant change. To keep up with and cater to a platform influenced by rapid technological advancements, increased fragmentation, and ever-shifting customer behaviour, the digital advertising and marketing industry needs concrete, accurate data to understand the digital audience landscape and inform advertising spend decisions.
The IAB SA Future of Measurement Committee, chaired by General Manager: Media at MTN Group, Imraan Rajab, was established last year to enlighten and empower the industry by providing a measurement system that adds value to all supply chain stakeholders. It is made up of industry experts from all sides, including advertising, agencies, and publishers.
The chosen measurement partner will be critical in enabling the IAB SA to achieve one of its primary goals, which is to provide the South African digital marketing industry with a single, credible audience and revenue measurement and tracking product that can be used as a planning tool for advertising and media agencies as well as a source of information for the marketing community.
Over the next four to six weeks, the measurement tender request for information (RFI) process will run its course, culminating in a review by the Future of Measurement Committee and an advisory board that will inform the selection of the successful measurement partner shortlist for the RFP portion of the tender, and ultimately inform the selection of the successful measurement partner for the next three years.
The IAB SA encourages interested parties to respond to the request for information for inclusion on the tender process’s shortlist. Per the Tender Timeline, vendors must complete the RFI and submit their responses to measurementRFI@iabsa.net.