Barb is looking for offers for the next iteration of its audience measurement service, which aims to extend Barb’s integration of panel data.
It comes as Barb is updating its Dovetail Fusion strategy, which has delivered viewing figures for broadcasters VOD services.
Now, the next iteration, Barb Panel Plus, will replace Dovetail Fusion, integrating multiple data sources to create a coherent set of audience measurement standards.
Although Barb currently combines panel data with census data from Broadcast Video On Demand (BVOD) players, Barb Panel Plus will also integrate return path data, including connected TV and set up boxes.
Subscribe to Marketing Beat for free
Sign up here to get the latest campaign news sent straight to your inbox each morning
As part of Barb’s strategic priorities this year, the update aims to enhance core services via increased investment and evolving data requirements from subscribers.
The panel contract will be divided into two components, including designing a fit-for-purpose methodology and the development of software for data processing and delivering.
Bidders are able to bid for more than one component, with the deadline being May 9.
“There are more data sources available than ever before, both from media owners and third parties. Datasets drawn from large samples of millions of devices are now seen as invaluable,” said Barb chief operating officer Caroline Baxter.
She added that adding census or server data sets allows for a bigger data sample and a more accurate measurement of audience sizes, but that “census or server datasets don’t typically include the important details about demographics, co-viewing and cross-platform duplication.”
“We are looking for proposals that support Barb in calibrating volumes of viewing using the more accurate figures from census data while preserving demographic, co-viewing and cross-platform duplication,” she continued.
