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Nielsen and Moat Forge Agreement to Bring Nielsen Campaign Audience Data to Moat Analytics

3 minute read | December 2014

Will Integrate Nielsen Online Campaign Ratings™ Data into Moat Attention Analytics

New York — Dec. 10, 2014 — Nielsen, a global provider of information and insights into what consumers watch and buy, and Moat, a leading MRC-accredited brand intelligence and analytics company, today announced a deal that will bring together Nielsen Online Campaign Ratings demographic data with Moat insights. This is the first time that Moat has integrated third-party advertising audience reporting into its platform at scale.

This collaboration positions Moat to deliver more value to both its brand advertiser and publisher clients through the addition of Nielsen’s campaign audience measurement capabilities. Nielsen Online Campaign Ratings measures the true audience of a digital ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from digital data providers, and is able to measure campaigns of nearly any size, language or location online.

In today’s fragmented digital environment, new metrics are emerging to provide a more layered understanding of ad exposure and engagement. The use of Nielsen’s audience insights with Moat’s signature attention analytics will enable brand advertisers to make crucial decisions based on a robust set of metrics and publishers to better monetize and sell their inventory.

“The market is rapidly shifting toward attention as the KPI for brands and publishers, while maintaining a focus on the importance of audience,” says Jonah Goodhart, CEO, Moat. “This collaboration with Nielsen enables an industry first offering – the ability to deliver audience data with attention signals such as viewability, exposure time metrics and interactivity.”

“The future of advertising is about attracting and keeping the scarce resource of attention,” says Michael Andrew, Executive Data Science Director at AKQA, a subsidiary of WPP. “The ability to understand how different audiences pay attention is a big leap forward and vital to creating relevant experiences that benefit both the consumer and the advertiser.”

“At its core, AOL creates original content that engages audience,” says Tim Lemmon, Chief Analytics Officer, AOL. “Through the access and integration of Nielsen Online Campaign Ratings within the Moat platform, we are able to effectively measure and optimize to success for our clients.”

“Our agreement with Moat will further establish Nielsen as a leading provider of digital campaign measurement,” says Andrew Feigenson, Managing Director, Digital, Nielsen. “As ad measurement continues to evolve and advertisers seek greater engagement metrics, Nielsen remains committed to collaborating with technology innovators to meet the emergent needs of the industry. Our leadership in digital campaign measurement combined with Moat’s ability to measure attention including and beyond viewability gives publishers and marketers greater dimension in measuring campaigns and valuing advertising inventory.”


Nielsen (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit


Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) for its measurement of viewable ad impressions in both online display and video. The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit


NielsenBen Billingsley;

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