Recognizing the importance of viewability measurements to ad buyers, Nielsen now allows clients to select a viewability provider within its Nielsen Digital Ad Ratings product.
Nielsen Digital Ad Ratings provides a measure similar to Nielsen TV ratings, but for ads. It offers cross-screen measurement for campaigns of any size. Clients are able to look at ad performance the next day, just as those in the TV industry turn to Nielsen for the previous night’s ratings.
The purpose of providing more flexibility in viewability measurement, Nielsen says, is to help marketers easily validate campaign exposure, while helping publishers optimize their online inventory. Different providers use different standards to measure viewability.
“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,” says David Wong, senior vice president of digital product leadership at Nielsen.
The providers available to clients are DoubleVerify, Integral Ad Science, and Moat. As partners, they’re able to deliver viewability and demographic information within Nielsen Digital Ad Ratings.
“We are excited to partner with Nielsen and together ensure that our customers are delivered an authentic, viewable-in-demo impression for their video campaigns,” says Wayne Gattinella, CEO of DoubleVerify.