The Audited Media Association of Australia (AMAA), formerly the Audit Bureaux of Australia,  is seeking expressions of interest from web measurement technology providers to provide a measurement solution for a new range of metrics under its Web Audit Service.

Until now, the AMAA had an exclusive partnership with Nielsen to audit the use of its census-based, Market Intelligence service. The AMAA will now seek to partner for each of the metrics to be audited and reported through the AMAA’s eData Portal.

“We have valued our working relationship and partnership over the last four years with Nielsen, however, since the launch of the web audit service in 2009 our members’ measurement needs have evolved. The AMAA has been keen to maintain a relationship with Nielsen and would welcome the opportunity to continue to work with Nielsen in some capacity under the new arrangement,” says AMAA CEO, Paul Dovas.

The AMAA reports it will introduce new metrics following considerable member consultation, which has identified the need to report multi-platform activity by device as a key objective.

The AMAA hopes metrics will initially include page impressions, unique browsers and unique devices, with a view to include audience measurement and viewable impressions at a later stage. The final suite of metrics will be determined through the review process and respondent submissions as well as the introduction of the unique device metric, which will record the number of unique devices that have generated a tagged item of content over a variable time period.

“The potential to deliver a reliable monthly unique device figure is looming as critical for smaller specialist and niche publishers, who no longer have access to a monthly unique browser or unique audience metric,” says Dovas.

AMAA chairman Stephen Hollings says, “The online world continues to evolve and the AMAA is evolving with it. Since the launch of the web audit service in 2009 the measurement needs of our members have changed dramatically and this update to the audit service reflects this. It is important that the AMAA’s metrics are accessible by the largest website publisher all the way to the smallest.”

With the successful launch of the new service, the AMAA will then look to focus on delivery across mobile and video.

Web measurement technology providers are being invited to submit proposals by 24 May 2013 with submissions to be assessed by a review committee.