Nielsen last week announced that FreeWheel and Innovid will integrate the measurement solution of Nielsen Digital Ad Ratings to provide persons-level, deduplicated duration weighted audience measurement of digital campaigns.
Nielsen’s Qualified Ad Audience solution offers the ability to evaluate campaign performance in reaching audiences based on the industry viewability standard for display and video advertising.
The solution in FreeWheel and Innovid will provide a measurement of audiences at multiple qualifying thresholds with duration-weighted viewable video impressions across computer and mobile. Additionally, Nielsen’s Qualified Ad Audience solution will provide invalid traffic filtration that can differentiate between the impressions from the human user and impressions generated from malware on the user’s machine filtration. The offering will be available across the company’s digital measurement ratings suite including Digital Ad Ratings and is expected to be incorporated thereafter across Digital Content Ratings and Digital in TV Ratings.
“As brands increase the ad dollars they are putting towards digital, we’ve seen advertisers put a line in the sand demanding greater transparency. By bringing a persons-based approach to viewability, fraud and key demographics, Nielsen is doubling down in our technology investments to provide greater clarity into how effectively and efficiently brand messages are connecting with digital audiences.”Amanda Tarpey, SVP of Product Leadership, Digital at Nielsen