Nielsen Premieres Preferred Partner Scheme

Nielsen has this week launched a new Preferred Platform Partner Program for ad technology companies who integrate its measurement standards into their systems. The nine initial members including many of the leading companies in the sector.

Partners must integrate tagging and campaign activation into their software, along with full centralized campaign reporting - thus allowing Nielsen's clients to 'easily access and measure their digital campaign performance in today's increasingly programmatic ecosystem', says the firm.

Launch members are BrightRoll, Freewheel, DoubleClick, Moat, Rocket Fuel, Tremor Video, TubeMogul, Viant and Videology - with a number of others in the process of joining. All nine allow users access to audience measurement service Nielsen Digital Ad Ratings, which the firm positions as 'a comprehensive, next-day view of desktop and mobile campaign audiences with metrics that are comparable to television'.

Nielsen plans to bring further elements into the Program soon, including its own Nielsen and eXelate's audience segments, Nielsen Digital Brand Effect, and television ratings data. The company's MD of Digital Andrew Feigenson comments: 'Programmatic is the way of the future. As media buyers and sellers rely more on technology for their advertising transactions, ad tech platforms have become an appealing and convenient option. At Nielsen, we aim to not only provide our clients with comprehensive total audience solutions, but also want to ensure they can access those insights as seamlessly as possible. Members of Nielsen's Preferred Platform Partner Program allow us to do that'.

Web site: www.nielsen.com .