Although Nielsen is the current provider, earlier this month the AMAA announced that the provision of metrics, including page impressions, unique browsers and unique devices, would be open for tender.

Nielsen said that while it respected the AMAA’s decision to tender, the company would not be participating as advertisers were hunting for a “single trusted metrics”.

Matt Bruce, managing director for media audience measurement at Nielsen, added: “Nielsen agrees with this view – adoption of an unambiguous measurement currency is an important factor in advertiser confidence and advertiser spend. That is why TV, Radio, Print, Outdoor and Online all have one media currency.”

Source: Mumbrella