Nielsen online ad metric on horizon

Nielsen Co. is slated to introduce an online ad tracking tool similar to the one used to measure reach of marketers’ television ads, according to The Wall Street Journal. The tool is meant to bring greater measurability for online media.

Nielsen is expected to use next week’s Advertising Week as a platform to display the tool’s capabilities.

Measurement will depend on participation among media companies, allowing Nielsen to leverage its own demographic records against marketers’ the media plans to determine who may be seeing display ads.

Procter & Gamble and Facebook have signed on to test the product, according to the Journal.

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