Interactive Advertising Bureau (IAB) Australia has initiated a tender inviting applications for an online audience measurement (OAM) provider.

The decision is supported by Media Federation of Australia and Australian Association of National Advertisersand highlights the need for a company to be the sole supplier for the planning, buying and reporting of OAM. The contract will extend for three years.

Paul Fisher, CEO of IAB Australia explained that IAB have been looking overseas to gain more knowledge about OAM technology providers. “It is clear that a standard OAM currency is one of the most significant contributors to the growth of online advertising and we have been working hard to assist industry to arrive at such a result.”

All submissions will be reviewed by the Technical Review Group, to be chaired by Ian Muir. Muir brings expertise from his work on audience measurement in print, television, radio and outdoor media in both Australia and overseas.

The decision of the winning tender is expected to be finalised in the first half of 2011.