• March 30, 2012

Nielsen Thursday announced its second deal with an online video advertising platform to provide “GRP” data to advertisers and agencies from its new Online Campaign Ratings service. The new deal with TubeMogul seems similar in nature to the one it announced last December with Tremor Video. During a panel at MediaPost’s recent OMMA Global conference in San Francisco, advertisers and agencies debated the merit of utilizing a GRP as a core metric for planning and buying online video, and suggested it is an old TV-buying legacy that should be abandoned in favor of richer data on the cause and effects of users who are exposed to online video advertising. Others like utilizing GRPs because it is a simple, common denominator for comparing online video with conventional TV advertising buys.