Kraft first brand to sign to Nielsen ‘viewability’ ratings

02/04/2014

Nielsen has struck a global deal with Integral Ad Science who will power the ad viewability measurement within Nielsen Online Campaign Ratings, which currently provides demographic ratings for online ad campaigns.

Integral Ad Science will now power viewability measurement within Nielsen Online Campaign Ratings in markets around the globe.

Nielsen and Integral initially joined forces in early 2012 to deliver viewability through Nielsen Online Campaign Ratings in the US. Nielsen Online Campaign Ratings is the first online campaign measurement solution to be accredited by the Media Rating Council (MRC), and it now incorporates Integral’s viewability methodology, which is also MRC accredited. Nielsen will be leveraging the same, high-quality methodology in Australia, Brazil, Canada, France, Germany, Italy and the UK.

“Kraft brands are an important part of people’s daily lives, so it’s essential that our messages are reaching the right audiences in the right way - whether on TV or online,” said Bob Rupczynski, VP Media and Consumer Engagement, Kraft. “By using Nielsen Online Campaign Ratings and Integral together for our online campaigns, we have clarity into who saw our ad and confidence that our ad was viewed.”

This follows a number of strategic announcements made by Nielsen and Integral in recent months as they push to expand the scope of their solutions across new channels and platforms to deliver more value to their substantial client bases. Integral launched video viewability as well as in-app and mobile web ad verification and viewability in February, while Nielsen Online Campaign Ratings will begin measuring mobile in-app campaigns later in 2014.

“Like Nielsen, Integral Ad Science is committed to delivering high-quality, third-party, multi-screen metrics that enable fair play in advertising,” said Megan Clarken, EVP, Global Product Leader, Nielsen. “When combined, these two solutions represent the only offering in the marketplace to be MRC accredited in the US for both demo-based audience measurement and viewability - a great testament to the value delivered to our clients.”

“These two solutions together are a great match for helping buyers and sellers optimize for quality and determine the true ROI-impact of their advertising campaigns across channels,” said Scott Knoll, CEO and President, Integral Ad Science. “They can show that an ad was viewable and who viewed it – an essential component in understanding ad effectiveness. We are thrilled be working with Nielsen to bring this same level of measurement and transparency to clients in new markets around the globe.”

Integral raised $30 million in January that is being used to further enhance their technology and support their international expansion. Outside of the U.S., Integral has opened offices in Germany and APAC while growing their UK presence.

¹While the integration of Integral’s viewability solution into Nielsen Online Campaign Ratings is not MRC accredited, it is currently under MRC review.

²MRC accreditation extends only to products in North American markets.

www.nielsen.com.

www.integralads.com

<< Back to today’s Digital Intelligence news

Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy