NEWS24 March 2011

Gemius to provide Israeli online currency

Middle East and Africa New business

ISRAEL— Online research agency Gemius, along with marketer Erez Bahat and the Market Watch Institute, has been awarded a four-year contract to provide an online media currency in Israel.

Gemius won the tender after seeing off competition from the likes of ComScore, TNS and Nielsen to win the deal, and will begin measuring website traffic this month. An online user panel has been established.

Filip Pieczynski (pictured), VP at Gemius, said: “To correctly assess the online advertising landscape, advertising agencies, advertisers and publishers need the ability to track online ads as they are delivered to people, not cookies or spiders. This can be undertaken only via key person-based metrics, such as Gemius’ Real Users, which is used in GemiusAudience research across 20 markets in the EMEA region.”

The Israeli Joint Industry Committee’s general manager Sagi Stunis called the introduction of an online currency “a milestone for digital media”.

“For the first time, agencies and advertisers will be able to confidently plan campaigns using a single currency,” Stunis said.