Nielsen Online is front-runner to create online trading currency
The Internet Advertising Bureau has officially named Nielsen Online as the “leading tender” in UKOM’s search to develop a universal online trading currency.
UKOM (the UK Online Measurement company) is currently in the process of going through bids from tenders, including Nielsen, comScore and GFK, to set up a new currency system, which will be used by brands for planning online advertising campaigns in the UK.
Despite rumours that Nielsen Online has already been appointed to develop the new system, the online measurement company has confirmed it is still in talks with UKOM over the contract.
Alex Burmaster, communications director at Nielsen, said: “Although an official announcement from the IAB has identified Nielsen as ‘the leading tender’ in the UKOM process, we are still in discussions with UKOM and, consequently, do not have any comment to make.”
The IPA (Institute of Practitioners in Advertising) and ISBA (Incorporated Society of British Advertisers) are also involved in discussions between UKOM and its preferred partner regarding the commercial and technical elements of the system, to ensure there is full agreement and a budget to launch the currency.
The much-anticipated online trading system, which aims to encourage major brands to commit more budget to digital, is expected to be launched early next year.