Viewability measurement specialist Moat has partnered with Nielsen, to offer the latter's campaign measurement capabilities to its brand advertiser and publisher clients.
Launched in 2010 by brothers Jonah and Noah Goodhart, Moat provides a search engine for display ads, along with heatmap analytics for measuring online ad effectiveness. The company's Moat Analytics platform tracks campaigns in real-time, and aims to measure engagement rather than clicks.
Through the deal, Moat will integrate data from Nielsen Online Campaign Ratings into its attention analytics tools, to provide clients with aggregated, anonymous audience demographic data from digital data providers.
Jonah Goodhart (pictured), CEO of Moat, comments: 'The market is rapidly shifting toward attention as the KPI for brands and publishers, while maintaining a focus on the importance of audience. This collaboration with Nielsen enables an industry first offering - the ability to deliver audience data with attention signals such as viewability, exposure time metrics, and interactivity.'
Web sites: www.nielsen.com and www.moat.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.