NEW YORK, July 20, 2016 /PRNewswire/ -- Nielsen today announced that clients can choose a viewability provider within Nielsen Digital Ad Ratings to create viewable, human, demographic ad measurement that best supports their digital ad campaign goals. By equipping clients with greater flexibility, Nielsen is helping marketers more easily validate the exposure of their digital campaigns and enabling media publishers and platforms to best optimize their digital inventory.
In recent years, the digital ad industry has begun to shift away from served impressions toward viewable impressions as the basis for validated delivery of digital ad campaigns. At the same time, advertisers and agencies are demanding greater assurances that an ad has been delivered with the opportunity to be seen by the intended audience.
"The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly," said David Wong, Senior Vice President of Digital Product Leadership at Nielsen. "Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand."
By offering a choice of integrated viewability providers – and flexibility to employ multiple viewability thresholds concurrently – Nielsen is helping clients adapt to an industry that is more dynamic than ever. Additionally, Nielsen is helping the ad industry simplify viewability implementation with a single integrated solution that accommodates the preferences of ad buyers and sellers and combines it with Nielsen's industry-leading audience reach measurement.
Based on client feedback, Nielsen has been working with a growing number of viewability providers, including [alphabetically] DoubleVerify, Integral Ad Science and Moat, to deliver viewable, human, demographic ad metrics within Nielsen Digital Ad Ratings using a single tag.
"Viewability is central to our ability to validate the successful exposure of digital campaigns, and we're always looking for new ways to help clients optimize their marketing spend," said Mitch Weinstein, Senior Vice President of Ad Operations at IPG Mediabrands. "With Nielsen's ability to combine viewability metrics from our providers of choice with audience measurement, we are meeting the growing need to track in-demo, in-view impressions."
"We applaud Nielsen's work to integrate viewability measurement from multiple providers within the Digital Ad Ratings solution," said Mark Torrance, CTO at Rocket Fuel. "As agencies and advertisers continue to shift to a viewable impression standard, it's critical that we can measure and optimize the 'opportunity to see' within key demographics. Unified measurement will drive efficiency and increase transparency throughout the digital media supply chain."
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.