Nielsen, a global provider of information and insights into what consumers watch and buy, today announced an expansive business and thought leadership initiative with more than a dozen of the industry’s leading online ad platforms. The Nielsen Online Campaign Ratings initiative is the first to align a number of top online ad platforms—key drivers in the online advertising ecosystem—behind Nielsen’s online audience reach standard.
Participants of the initiative are integrating Nielsen Online Campaign Ratings into their platforms and delivering the metrics directly to their clients. Connecting to Nielsen Online Campaign Ratings data through an application programming interface (API) allows the ad platforms to facilitate seamless and accurate operations and differentiate their offerings through Nielsen Campaign Ratings-fueled measurement. Ad platforms can also enable their clients to use Nielsen Online Campaign Ratings to improve their ability to set up audience guarantees. The 15 participating ad platforms include the following:
- Jivox Corporation
- LiveRail Inc.
Nielsen has made significant inroads with ad platforms since launching Nielsen Online Campaign Ratings in 2011, beginning with VideoHub, which became the first online video advertising platform to integrate Nielsen Online Campaign Ratings data last December. Numerous ad platforms are now leveraging Nielsen Online Campaign Ratings in a variety of ways – from planning to in-flight campaign optimization to campaign analysis.
“Nielsen Online Campaign Ratings provides the kind of trusted, TV-comparable online data that our customers want, so we’ve embedded access to the data within our products with an ‘always-on’ policy that allows our clients to use it throughout the buying process – for planning, in-flight optimization and post-campaign evaluation,” said Vijay Rao, Vice President of Client Strategy at Adap.tv. “Nielsen Online Campaign Ratings is a key data source for our customers in both the Adap.tv Platform and the Adap.tv Marketplace, where 48 of the 50 largest brand spenders buy video.“
“We support all innovation that facilitates cross-platform measurement, and ultimately allows advertisers to better evaluate performance across their entire media campaign,” said Scott Ferber, Chairman and CEO, Videology. “Nielsen Online Campaign Ratings is a tremendous step forward in providing buyers and planners a consistent measurement metric for both traditional and digital media, and illustrates the rapidly growing demand for cross-screen convergence. As such, we have integrated Nielsen Online Campaign Ratings into all aspects of our planning, decision-making and measurement systems, to enhance advertisers’ ability to consistently reach their optimal audience based on Nielsen reporting.”
“We believe it’s critically important that marketers tie GRP data directly to the effectiveness of their advertising,” said Anthony Risicato, General Manager of VideoHub. “Now, with VideoHub, marketers have a platform to measure their ratings and also know if/where/why those ratings are having an impact – in real-time, anywhere they are running video campaigns. This joint effort has been a catalyst for true innovation across brands, agencies and publishers. Together, we’re measuring what matters.”
“The platforms that sit between the buy and sell sides are the nerve-center of online advertising, where advertisers and publishers extract the maximum mileage out of their spend and inventory respectively,” said Amit Seth, Executive Vice President, Global Media Products for Nielsen. “We understand the powerful role these platforms play and are excited to work together to integrate Nielsen’s industry standard metrics into what they deliver to their clients. Nielsen Campaign Ratings’ highly accurate metrics will enable advertisers and publishers to better optimize throughout a campaign and reach their true audience with each and every ad.”
Nielsen expects to deliver case studies and other insights derived from this initiative to the marketplace beginning this fall.