Telaria this month announced the integration of Nielsen’s Digital Ad Ratings (DAR) to activate next-day views of digital audience performance in the platform, offering TV-comparable industry standards for digital video inventory.
According to Telaria, Nielsen’s DAR provides advertisers, media agencies and publishers with audience metrics comparable to TV, including age and gender demographics, unique audience, reach, frequency and gross rating points (GRPs). Telaria says that with the Telaria VMP integration, video publishers can now provide buyers with Nielsen audience demographic data before purchasing media, enabling brands, agencies and platforms to make more effective digital video buying decisions.
The Nielsen DAR solution will also support the development of unique Private Marketplace Packages via the Telaria VMP (Video Management Platform).
“At its essence, Telaria’s VMP was engineered to empower publishers with greater inventory intelligence to make smarter revenue-driving decisions, and for buyers to achieve the highest ROI by reaching the right audiences for their campaigns,” said Mark Zagorski, Chief Executive of Telaria. “Agencies and brands who trusted Nielsen for decades for accurate and actionable data and measurement in the TV environment can now have the same trust and confidence in the digital video environment.”