Nielsen has expanded its relationship with Google, making Digital Ad Ratings available through the Google DoubleClick demand-side platform (DSP), the company said Tuesday.
The deal makes Digital Ad Ratings through DoubleClick Bid Manager available in Australia, Brazil, Canada and the U.K. Digital Ad Ratings has been available in the DoubleClick platform in the United States since December 2014.
Google's expanded relationship with Nielsen allows global media buyers and sellers that use DoubleClick Bid Manager as their DSP to enable audience measurement for online campaigns. It eliminates separate steps required for tagging, but the company claims it also improves on the way marketers execute on campaigns for DoubleClick Bid Manager as it offers campaign delivery, audience measurement, and reporting in one place.
Megan Clarken, EVP of global watch product leadership at Nielsen, believes that in order to make the process easier, marketers must be provided with more choices in the way they access insights to help them to better evaluate campaigns.
Nielsen expects Digital Ad Ratings will become available in 16 international markets, covering 95% of global digital advertising spending.
Google has been building on partnerships to support third-party validation. The agreement with Nielsen follows the integration of third-party ad validation into some of Google products through a partnership with comscore. comScore Campaign Essentials became available in early August to brands in the U.S. across DoubleClick Digital Marketing, and DoubleClick for Publishers.