Nielsen Aus Juggles Complaints and Ratings Switch

In Australia, Nielsen is reportedly facing complaints and withholding of payment from a number of publishers, unhappy about the data in its Digital Ratings Monthly (DRM) solution, and discrepancies between DRM and the newer service Digital Content Ratings (DCR).

According to online publication www.mumbrella.com.au , a number of small to medium-sized publishers have asked the ratings giant to completely discontinue DRM and remove their data from it, with discussions taking place over recent weeks. The publication says Nielsen will still publish the metrics used in DRM but under the new brand of Nielsen Digital Panel, and as an additional service for advertisers. Its place as the official IAB-endorsed ranking data, supplied to the press, will be taken by DCR Monthly, to be launched next week, according to country MD Monique Perry (pictured).

DCR combines digital device panels with census-based measurement, to deliver a daily view of how people engage with text, video and audio content across all digital devices. Nielsen is the official and exclusive supplier of digital audience measurement to digital ad body IAB Australia. Perry told clients the Digital Panel would remain 'a vital source of data for non-tagged entities reporting in DCR' and would be 'critical in providing respondent-level data for the reporting of duplication across entities, state-based, fusion capability, custom roll ups, and category-level audiences'. However, she expects its reporting functionality to be fully integrated into DCR 'within 12 months'.

Apart from differences between some the figures produced by the two systems, issues arising include Nielsen's failure thus far to deliver on promises that it would measure Google AMP and https traffic, and the massive growth in stats for some publishers on the addition of Facebook video to the counts. Major customer Fairfax Media withdrew from DCR in march this year.

Perry told Mumbrella the company understood the frustration felt by publishers and would continue to work closely with clients and the industry 'to move digital measurement forward in a constantly moving and complex media landscape'. Faced with client displeasure over discrepancies and surprise figures, Nielsen has apparently offered discounts to a number of them while it works on getting the new service launched.

Web sites: www.nielsen.com and www.iabaustralia.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.