Nielsen Adds Third-Party Viewability to Ad Ratings

Nielsen is integrating viewability measurement from multiple providers such as DoubleVerify, Integrated Ad Science, and Moat, to its Digital Ad Ratings service.

The firm says by offering a choice of integrated viewability providers, it is equipping clients with greater flexibility, helping marketers more easily validate the exposure of their digital ad campaigns, and enabling media publishers and platforms to best optimize their digital inventory.

David Wong (pictured), SVP of Digital Product Leadership, comments: 'The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly. Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand'.

Web site: www.nielsen.com .