Leading Premium Digital Video Ad Servers to Use Audience Measurement Provider’s Viewable Demographics and Invalid Traffic Detection Solution
Nielsen announced that FreeWheel and Innovid will integrate the measurement leader’s new Qualified Ad Audience solution in Nielsen Digital Ad Ratings to provide persons-level, deduplicated duration weighted audience measurement of digital campaigns. With this integration, both leading premium video ad servers will be able to provide marketers with greater confidence in their digital advertising and content investments.
With growing calls for transparency and improved ability to evaluate the effectiveness of digital advertising, Nielsen has enhanced its audience measurement solutions to adhere to the industry recommended standards on viewability. Across its portfolio, Nielsen will be providing the ability for media owners to demonstrate the success of their digital campaigns among intended audiences based on both viewable measurement and demographic measurement of key performance indicators including video completion rates and other engagement identifiers, as well as providing a consistent view of the thresholds adhered to by specific global agency holding companies as part of their media transactions.
Nielsen’s Qualified Ad Audience solution will offer the ability to evaluate campaign performance in reaching audiences based on the industry viewability standard for display and video advertising. The solution will provide measurement of audiences at multiple qualifying thresholds with duration-weighted viewable video impressions across computer and mobile. Additionally, Nielsen’s Qualified Ad Audience solution will provide sophisticated invalid traffic filtration that can differentiate between the impressions from the human user and impressions generated from malware on the user’s machine filtration. The offering will be available across the company’s digital measurement ratings suite including Digital Ad Ratings and is expected to be incorporated thereafter across Digital Content Ratings and Digital in TV Ratings.
“As brands increase the ad dollars they are putting towards digital, we’ve seen advertisers put a line in the sand demanding greater transparency,” said Amanda Tarpey, SVP of Product Leadership, Digital at Nielsen. “By bringing a persons-based approach to viewability, fraud and key demographics, Nielsen is doubling down in our technology investments to provide greater clarity into how effectively and efficiently brand messages are connecting with digital audiences.”
“FreeWheel is proud to be part of a leading group that has the insights and advanced technology required to offer Nielsen’s Qualified Ad Audience solution to our clients. We are happy to work with companies, like Nielsen, to provide marketers with solutions that offer new measurement capabilities and bolster confidence in the premium video ecosystem,” said James Rooke, General Manager, FreeWheel Publishers.
“As digital video consumption continues to grow, reconciling audience data with verification metrics like viewability and sophisticated invalid traffic (SIVT) filtration is an important step in enhancing people-based measurement, ultimately enabling brands to better understand the impact of their video efforts,” said Andrew King, director of product management, Innovid. “As the industry’s leading video platform, Innovid is proud to expand our integration with Nielsen to continue scalable support for market-leading measurement solutions.”
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