The Media Rating Council (MRC) has given its blessing to a pair of digital TV ratings offerings from Nielsen, in addition to Mobile Web and Mobile In-Application Display and Video Viewable Ad Impressions and related viewability metrics from comScore.
In a MRC Accreditation Status Update reviewing changes made during the first quarter of 2017, MRC granted accreditation to both the Nielsen Digital in TV Ratings (dTVR) and Nielsen Digital Ad Ratings (DAR). Specifically, accreditation was granted for dTVR’s estimates of contributions to linear TV ratings from viewing to desktop and mobile devices, and for DAR’s audience estimates for age 13+ demographics based on Viewable Ad Impressions as measured through the DAR/Integral Ad Science and DAR/Moat viewability integrations.
At the same time, MRC granted accreditation to comScore Validated Campaign Essentials (vCE).
“With growing calls for transparency in the digital ad market, this latest accreditation of two of Nielsen’s viewability solutions affirms our commitment to providing clients with independent measurement they can trust,” said Nielsen SVP/Digital Product Leadership David Wong. “We look forward to continuing to work with our viewability providers to offer clients solutions to navigate this dynamic industry and transact with confidence.”
“The market is looking for transparency, control, and the right metrics to assess if their campaigns were able to influence real consumers, in the right environments along the buyer journey,” said Scott Knoll, President/CEO of Integral Ad Science. “We are excited to further our longstanding collaboration with Nielsen and continue to provide clients with the industry’s most robust data set to measure true campaign performance.”
Jonah Goodhart, CEO and Co-Founder of Moat, added, “We are proud to be the first platform to combine viewability and related attention signals with Nielsen audience data in a seamless UI, providing advertisers with greater insight into their performance and viewable triggered audience metrics. Moat is thrilled to continue our longstanding relationship with Nielsen, and we commend their commitment to transparency and advancing the industry.”
Meanwhile, the MRC reinstated accreditation for Google DoubleClick for Publishers (DFP), in particular for its Mobile Web Served Ad Impressions and DFP ActiveView Desktop viewability related statistics after resolution of prior non-compliance issues; its accreditation had been in suspended status.
At the same time, the MRC revoked accreditation for all Adobe Primetime metrics (Desktop and Mobile Web Served Video Ad Impressions), as Adobe chose to withdraw from the accreditation process.
The same can be said for Telemetry and AdYapper, which also elected to withdraw from the accreditation process.
The news wasn’t so great for Videology. The MRC yanked accreditation for all accredited metrics (Desktop Video Served Ad Impressions); accreditation had been in suspended status.