Nielsen To Use Ad-ID, Brand Ratings Loom

ANA Chief Bob Liodice just told TV and Everything Video attendees that Nielsen has agreed to integrate the ad industry's Ad-ID codes into its digital watermarking system, and that it will lead to "brand-specific commercial ratings" soon.

"We will leave it up to the buyers and sellers to determine the implications of these ratings in valuing the currency of TV advertising," Liodice said. "But for now, we appreciate the opportunity to materially move up the marketing accountability ladder."

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