Nielsen Launches Digital Partner Platform

Stating it wanted to give clients access to further metrics of their digital campaign performance, Nielsen announced the creation of a Preferred Platform Partner Program at its annual client conference in Washington, DC, yesterday.

The partner panel consists of nine inaugural members: BrightRoll, Freewheel, DoubleClick, Moat, Rocket Fuel, Tremor Video, TubeMogul, Viant, and Videology. The ad tech companies were picked by Nielsen for their platforms’ abilities to “enable a more automated approach to media buying and selling.”

The move is consistent with Nielsen’s strategy to transform itself with digital metrics essential to an ad-buying process that has become largely programmatic. Last March, the ratings company acquired the programmatic data exchange Exelate and also partnered with digital intelligence provider Neustar.

“Programmatic is the way of the future,” said Andrew Feigenson, managing director of digital for Nielsen, in announcing the platform. “We aim to not only provide our clients with comprehensive total audience solutions, but also want to ensure they can access those insights as seamlessly as possible. Members of Nielsen’s Preferred Platform Partner Program allow us to do that.”

To qualify for the Partner Platform, companies must meet a series of requirements that include specific tagging and reporting capabilities, as well as server connections .

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