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NIELSEN RELEASES VIEWABILITY BY DEMOGRAPHIC USING CLIENTS’ VIEWABILITY VENDOR OF CHOICE IN NIELSEN DIGITAL AD RATINGS
Clients can now leverage their preferred viewability provider, including DoubleVerify, Integral Ad Science and Moat, to validate their in-view audience.
Jakarta, 8 August 2016 – Nielsen recently announced that they are offering viewability measurement by demographic using clients’ viewability vendor of choice within Nielsen’s industry-standard digital advertising measurement solution, Nielsen Digital Ad Ratings. Viewability by age and gender segments is now available for all computer display and video impressions in all Digital Ad Ratings markets, including Indonesia.
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 availability of viewable impressions by age and gender allows clients to better analyze, optimize and evaluate campaign performance. By providing a demographic look at viewable unique audience, GRPs and on-target rates by site and placement, users will have better insights to validate campaign performance goals and inform future planning.
Nielsen is also offering a choice of integrated viewability providers and flexibility to employ multiple viewability thresholds concurrently, helping clients adapt to an industry that is more dynamic than ever.
“The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimise 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.”
Based on client feedback, Nielsen has been working with a growing number of viewability providers, including DoubleVerify, Integral Ad Science and Moat, to deliver viewable, human, demographic ad metrics within Nielsen Digital Ad Ratings using a single tag. This single integrated solution will help simplify viewability implementation while accommodating the preferences of ad buyers and sellers.
“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 optimise 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 optimise the ‘opportunity to see’ within key demographics. Unified measurement will drive efficiency and increase transparency throughout the digital media supply chain.”
Nielsen N.V. (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 across all devices where 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 provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.