Nielsen Makes Digital Ad Ratings Available In Google DoubleClick

by Laurie Sullivan @lauriesullivan, January 27, 2016

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.

audience measurement, campaigns, display, google, metrics, mobile, paid search, search, television

2 comments about "Nielsen Makes Digital Ad Ratings Available In Google DoubleClick".

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Ed Papazian from Media Dynamics Inc, January 29, 2016 at 6:29 a.m.
I wonder how Nielsen handles the numerous situations where only portions of an ad are on the user's screens? If a 15-second video ad appears for three seconds is it counted as "viewed"?
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John Grono from GAP Research, January 29, 2016 at 7:10 p.m.

You raise a very valid point Ed.

But isn't that analagous to TV where the rules for minute-by-minute attribution generally either use the "30th second" or "dominant station" method? That is, someone may have been flicking around during the ad breaks and could have (i) not seen the ad on the attributed channel or (ii) seen an ad on a channel that didn't receive attribution.

The thing we all tend to gloss over is that in the main the TV ratings are primarily (and correctly) funded by the TV broadcasters. They were designed to report on programme ratings and to report the average minute audience. They were not designed to report at the ad-level. Given the size of the market and advertising spend budgets they probably should be! Of course that would require a lot more investment and I am yet to see the advertiser who is willing to directly pay for that !