Dive Brief:
- Nielsen and Integral Ad Science are expanding an existing partnership to give marketers demographic viewability measurements in Nielsen Digital Ad Ratings for desktop display ads, according to Ad Exchanger.
- Video is expected to be added to the service by the end of the year, with mobile coming after that, Megan Clarken, EVP of global watch product leadership at Nielsen, told Ad Exchanger.
- Viewability is an ongoing challenge for digital advertisers, with Integral Ad Science’s latest quarterly Media Quality Report finding that ad viewability overall is down more than 5%.
Dive Insight:
Nielsen Digital Ad Ratings in the US, Canada, Brazil, France, Germany, Australia, the UK and Italy now have desktop display ad viewability measurements by demographic because of a joint effort between Nielsen and Integral Ad Science. Mobile and video ad measurements are expected to roll out soon.
“The integration we’ve done here enables single tag implementation with always-on viewability metrics layered on top of audience metrics," Clarken said. "Clients can slice and dice it so they can view viewability by demo and compare viewability by platform to see which performed better than others with desired audiences.”
One viewability challenge for marketers are the differences in accounting views on certain platforms, as different publishers have different standards on what is considered a “viewed” digital ad.
“The marketplace is still establishing rules between buyers and sellers around what constitutes a viewable impression," Clarken explained. "Media owners and brands have their own perspective, and we don’t know where that will settle. But we ultimately want to take the rules established by the marketplace and embed them in our system.”
