Nielsen announced Tuesday at the Interactive Advertising Bureau (IAB) Annual Leadership Meeting that Digital Ad Ratings are now available in DoubleClick Bid Manager and DoubleClick Campaign Manager.
After successfully completing its beta run in Google DoubleClick, Digital Ad Ratings have now become available in the U.S., Canada, France, Germany, Italy, the U.K., Australia and Brazil, and DoubleClick for Publishers in the U.S.
Nielsen says the release represents a milestone because its platform becomes the first independent campaign audience measurement solution available in select DoubleClick markets internationally.
Marketers using the programmatic platform can measure digital media with metrics comparable to television. Tagging campaigns in DoubleClick allows clients to optimize creative pieces in real-time. It aims to improve efficiency and manage guaranteed buys with increased visibility into performance, specifically for brands looking to run TV and video ad campaigns, or those working with cross-media campaigns such as search or social.
Jason Miller, director of product management for Brand Measurement Solutions at Google, believes that creating a seamless audience measurement process through Nielsen's Digital Ad Ratings within DoubleClick is very important for brand advertisers looking to run TV and video ad campaigns.
Nielsen says that in the U.S., U.K., Italy, and France it has integrated Digital Ad Ratings data with television ratings to provide enhanced reach measurement with Total Ad Ratings. Last year, the company expanded into 17 markets representing about 85% of the digital advertising spend globally to build momentum.