Dutch online publishers tap Kantar for audience measurement

Richard Asquith

Audience measurement specialist Kantar Media has been tapped by Dutch online publishers’ group Vinex to launch a new panel for internet audience measurement in the Netherlands. The service replaces a previous internet audience measurement contract held by GfK.

panel of 5,000 individuals uses technology from comScore and Kantar Media to measure online behaviour on browsers and apps across all devices including tablets, smartphones and PCs. The panel – Project NOBO – is the result of an alliance formed last year between Vinex and SKO, the TV & Video ratings body in the Netherlands.

The new panel includes all internet traffic and page content from participating publishers. Other sites will be added in early 2017 including Facebook, Google, Netflix and YouTube resulting in a complete view of all audience behaviour online across media.

“The Dutch media industry demands a new standard for measurement of all media consumed on the internet.” commented Richard Asquith, global CEO of audience intelligence at Kantar Media.

“Our unrivalled experience in designing and operating hybrid measurement services is manifested in this latest milestone. Working in collaboration with comScore we are delighted to have delivered a superior panel which will provide both internet ratings for Vinex and the next phase of SKO’s blueprint for total TV and video rating by the end of this year.”