AdSafe to integrate media data into Nielsen Online Campaign Ratings


NielsenNielsen and AdSafe Media will integrate AdSafe’s ad safety ratings, contextual analysis and viewability measurement into Nielsen Online Campaign Ratings. Nielsen will use AdSafe technology to assist advertisers and publishers using Nielsen Online Campaign Ratings in verifying that digital ads are displayed in the intended manner in the best possible, brand safe online environment.

AdSafe viewability metrics also enable advertisers and publishers to confirm how long an ad appears in the viewable area of the screen. The combined solution provides an integrated view of reach, breakthrough, verification and viewability for online ads, consistent with metrics used for TV.

A little over two years ago, GroupM agencies MAXUS, MediaCom, Mediaedge:cia , Mindshare and Outrider) also entered into a deal with AdSafe that will allow its media agencies to definitively verify that their clients’ digital ads run in the right place and at the right time. The move addresses a growing problem in digital advertising in which impressions are delivered outside the intended parameters of a marketer’s strategic plan.  In some cases, the ads have appeared on pornographic websites and others containing material deemed offensive to most viewers, said GroupM.

“We are very excited by the advertiser, agency, and publisher demand for Online Campaign Ratings since its launch last year, and we are committed to continually enhancing the service and expanding its uses as it gains industry adoption,” said Chris Louie, head of go-to-market strategy for Nielsen Campaign Ratings. “The integration of a premier verification solution with AdSafe is one such enhancement, with many other exciting developments to come.”

Nielsen Online Campaign Ratings launched in August 2011 providing the first-ever Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis.