Nielsen and Integral Introduce Viewability by Demographic

Nielsen and ad intelligence specialist Integral Ad Science have expanded their relationship to offer viewability measurement by age and gender demographics within the former's digital ad measurement solution, Nielsen Digital Ad Ratings.

This MRC accredited solution, which was formerly known as Online Campaign Ratings provides details of a campaign's full digital audience across computers, tablets, and smartphones, and also gives users the option to view expanded demographics such as household income, race/ethnicity, family size, and education level from Experian and Nielsen.

The firms, which originally teamed up in 2012, extended their partnership last year for an international roll-out of viewability measurement within Nielsen Digital Ad Ratings. Through the latest integration of Integral's viewability solution into the Nielsen solution, the pair have made available viewable impressions by age and gender, to provide clients with better insights with which to validate campaign performance goals and inform future planning.

Nielsen EVP Megan Clarken comments: 'It's extremely important to our clients to know whether their ads are viewable and that they're being viewed by the audience they were intended for. This is why we collaborate with Integral Ad Science to offer viewability as part of our Digital Ad Ratings service. The ability to offer clients the most complete measure of their advertising reach is another example of our commitment to bringing comprehensive third-party independent measurement to the marketplace.'

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