Nielsen is to integrate measures of ad safety and viewability into its Online Campaign Ratings service for Internet display and video advertising, through a partnership with ad engagement data provider AdSafe Media.

The Online Campaign Ratings measurement system, which was launched last year, provides overnight audience reach, frequency, and Gross Rating Points (GRPs). Resulting metrics are similar to those used for TV advertising, which Nielsen says enables cross-media planning and analysis.

Through the collaboration, Nielsen will use AdSafe technology to assist those advertisers and publishers using Online Campaign Ratings, in order to enable them to verify that digital ads are displayed in the best possible ‘brand safe’ online environment. AdSafe viewability metrics will also allow Nielsen’s clients to confirm how long an ad appears in the viewable area of the screen.

Nielsen says that the combined solution provides an integrated view of reach, breakthrough, verification, and viewability for online ads, consistent with metrics used for TV.

Chris Louie, Head of Go-to-Market Strategy for Nielsen Campaign Ratings, comments: ‘We are committed to continually enhancing the Online Campaign Ratings service and expanding its uses as it gains industry adoption. The integration of a premier verification solution with AdSafe is one such enhancement, with many other exciting developments to come.’

Web sites: www.nielsen.com and www.adsafemedia.com .

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