The UAE Audience Cross Measurement committee has been in place since April of 2020 under the banner of ABG. The committee has successfully aligned the industry on the need of such a program, and has agreed a scope of this measurement. The agreed scope is also closely aligned with Cross Media Measurement guidelines put together by the World Federation of Advertisers (WFA), and aims to follow the technical blueprint roadmap laid out by the WFA.
The committee invited interests from potential partners to participate in this cross media measurement in Nov last year, and subsequently issued the RFP on 17 December 2020 to the shortlisted partners from amongst those who had expressed interest. The partners are due to respond to the RFP by 28 February 2021. These submissions will follow the detailed presentations by each of the partners starting mid March. ABG aims to get to a position of having an identified partner for the purpose of producing a POC by H1.
These guidelines have been put together to ensure that the RFP process follows a discipline that allows for a transparent decision to take place. Nishe consulting – in addition to putting these guidelines together – will also be monitoring the process against these guidelines and point to any anomalies that may arise and help avoid negligence in this process. These guidelines cover the RFP evaluation process starting from the receipt of the proposals from the Vendors till the awarding of the contract.
