|By Business Wire||
|March 31, 2014 12:16 AM EDT||
Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today announced a deal to expand their relationship. 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 U.S. 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.1 Nielsen will be leveraging the same, high-quality methodology in Australia, Brazil, Canada, France, Germany, Italy and the U.K.2
“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.
1 While the integration of Integral’s viewability solution into Nielsen Online Campaign Ratings is not MRC accredited, it is currently under MRC review.
2 MRC accreditation extends only to products in North American markets.
ABOUT NIELSEN CAMPAIGN RATINGS
Nielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Online Campaign Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers; in 2011, the solution became the first and only Internet measurement system accredited by the MRC that provides demographic ratings for online advertising campaigns. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers. Nielsen Cross-Platform Campaign Ratings, also part of the suite, draws upon Nielsen Online Campaign Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.
ABOUT INTEGRAL AD SCIENCE
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ score supports an advertisers' ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their media, content and design. Integral is headquartered in New York with operations in San Francisco, Chicago, London, Tokyo, Singapore and Sydney. Learn more at www.integralads.com.
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