Nielsen, Digital Generation Integrate Metrics Into TV, Video Buys
Digital Generation, which offers a campaign management platform, has an arrangement with Nielsen to integrate multiple measurement tools into its system for TV and online video buys. The Nielsen
products to be melded into the DG platform include the core TV ratings and the fledgling Online Campaign Ratings.
No money is exchanging hands between DG and Nielsen. Nielsen is
gaining rights to use DG encoding capabilities to better track commercial airings, while DG gains access to Nielsen data for the first time.
“Nielsen gives us the de facto
standard in the industry when it comes to ratings and performance,” said DG head of analytics George Musi.
With the acquisition of MediaMind Technologies last year, DG has been
working toward building a single platform for planning, buying and analytics for both TV and online inventory.
Other Nielsen products to be integrated into the DG platform include
cross-platform campaign ratings, KeepingTrac, Sigma and NetView.
DG has recently announced deals with WPP’s 24/7 Media, the Media Kitchen and OMG. OMG will integrate DG and
MediaMind capabilities into its platform globally.
Steve Katelman, an OMG executive vice president, stated that the arrangement brings "a natural partner for us as we gravitate
towards integrating second screen experiences … we will bridge the offline and online worlds with their solutions.”
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