Daily news from online research no. 33327
Ipsos wins cross-media measurement contract in UAE
May 25, 2022
In Dubai, the Advertising Business Group, a non-profit organization that campaigns for responsible advertising and communication in the MENA region, has appointed Ipsos as a partner for its advertising media measurement project in the United Arab Emirates.
The group, whose members account for more than 70% of the region’s ad spend and whose code of practice is based on ICC and WFA (World Federation of Advertisers) guidelines, says the UAE is demographically fragmented , digitally mature and “one of the first countries in the world to adopt the next generation of audience measurement standards”. Ipsos’ winning proposal uses the global group’s MediaCell personal meter to measure linear and digital television, as well as blockchain and DP technology from marketing software company Aqilliz, to ensure privacy-compliant measurement.
Elie Aoun (pictured), CEO of Ipsos Media in the MENA region, comments: “This is extremely important for the UAE, the industry and Ipsos, because it is one of the biggest media projects This project came about because advertisers, publishers and media agencies came together under the ABG umbrella, to work on a project that follows the guidelines of the WFA, and that will place the United Arab Emirates among the first pioneering countries to launch such a futuristic project. Choosing Ipsos means that the investment made by Ipsos in MediaCell, the personal metering technology, to measure TV, OTT and digital, has paid off in our region, and will open the door for other countries to follow, and also means that Ipsos’ open-minded and collaborative stance to work and collaborate with technology companies like Aquiliz to present the best solution to the market was the right one things to do “.
Gowthaman Ragothaman, founding CEO of Aqilliz, says the company is “extremely excited and proud” to be working on this pioneering project which “will set the standard for a truly neutral cross-media measurement solution.”
Websites: www.ipsos.com, www.aquiliz.com and https://new.abg-me.com.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.