News Byte: Nielsen and Integral Expand Into Digital Ad Ratings
Nielsen begins tracking display ad viewability.
Nielsen and Integral Ad Science today announced the debut of Nielsen Online Campaign Ratings, the first online ad viewability measurement to be accredited by the Media Rating Council, according to the two companies.
The service will allow for better multichannel assessment of advertising ROI, especially for ad strategizing during the current schedule of TV upfronts and digital new-fronts running through mid-May, according to Nielsen spokesperson Mia Scott. The involvement of Integral's viewability technology, which has a growing reputation for fighting fraud online, also enables advertisers to pump up ROI by roadblocking bogus websites.
“Kraft brands are an important part of people's daily lives, so it's essential that our messages are reaching the right audiences in the right way—whether on TV or online,” said Bob Rupczynski, Kraft's VP of media and consumer Engagement in a release announcing the service. “By using Nielsen Online Campaign Ratings and Integral together for our online campaigns, we have clarity into who saw our ad and confidence that our ad was viewed.”
Today's is the latest in a series of co-ventures that Nielsen and Integral have announced. In recent months they launched viewability ratings for mobile and online video channels.