• by Alex Weprin , August 14, 2018

The supply-side video advertising platform Telaria says it has integrated Nielsen Digital Ad Ratings into its platform.

Nielsen DAR provides measurement metrics comparable to those of Nielsen TV ratings. As more publishers and marketers turn to video content to grow their businesses and bolster their brands, the need for more advanced and consistent metrics has followed.

In a statement, Telaria says that by incorporating DAR, the company hopes to “accelerate TV-like buying in digital video.”

Publishers can now provide Nielsen demographic data to buyers before they purchase media. Nielsen DAR will also support the creation of new private marketplaces through the Telaria Video Management Platform.