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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:
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.“