Nielsen Receives MRC Accreditation For Viewable GRP Demos In Digital Ad Ratings

by Tobi Elkin @tobielkin, April 10, 2017

Nielsen on Monday said it has received Media Rating Council (MRC) accreditation for viewability integrations with Integral Ad Science and Moat for desktop display and video viewable GRP estimates in digital ad ratings for age/gender demographics (for ages +13). Nielsen said the accreditation means its Nielsen Digital Ad Ratings have passed the MRC test for integrations with multiple viewability providers across display and video advertising.

The news comes as the digital ad industry continues to reel from advertisers' calls for greater transparency. Nielsen said it is committed to providing clients with third-party measurement. Its Digital Ad Ratings have been MRC-accredited for demographic-based desktop audience measurement since 2011.

Last year, Nielsen announced that would offer a choice of integrated viewability providers including Integral Ad Science and Moat, as well as DoubleVerify. The DoubleVerify integration is not accredited yet, but is in progress, Nielsen said.

“This latest accreditation of two of Nielsen’s viewability solutions affirms our commitment to providing clients with independent measurement they can trust,” stated David Wong, senior vice president of digital product leadership at Nielsen.

ad technology, audience measurement, cross-device measurement, demographics, grp, media measurement, programmatic, viewability

2 comments about "Nielsen Receives MRC Accreditation For Viewable GRP Demos In Digital Ad Ratings".

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Ed Papazian from Media Dynamics Inc, April 10, 2017 at 4:38 p.m.
Of course this doesn't necessarily mean that the "audiences" for the various platforms actually watch their ads nor that they are reached with equal ad effectiveness across platforms.
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John Grono from GAP Research, April 10, 2017 at 7:43 p.m.

You make a good point Ed.

In a parallel TV world, the equivalent metric would be "sets in use". As we all know, SIU is bigger than HUTs, which in turn is bigger than PUTs, which in turn is bigger than demographic ratings. Thank goodness TV uses the latter, with the other metrics banished to the annals of history.