Dive Brief:
- Nielsen has announced a partnership with data mining company Experian, the leader in offering consumer credit reports, to help expand online campaign ratings. The deal is with Experian's marketing side, Experian Marketing Services, which keeps the information anonymous and separate from credit reports.
- As a result of the partnership, Nielsen will be able to report on new demographic and lifestyle segments like estimated household income, family size and education level.
- This fall, the program will be in beta testing and should be released sometime in 2014.
Dive Insight:
An expansion in measurement is good news for the digital ad industry, which, as Nielsen Executive Vice President Megan Clarken says, is nursing a "need for television-like guarantees." With bots and traffic fraud so rampant, any company that can step up with valid and accurate measurements will be a hero to digital advertisers and publishers. Nielsen certainly has the name recognition to inspire trust.
