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Nielsen Digital Ad Ratings Expanded to Include Mobile Measurement in Canada

5 minute read | April 2015

Industry-Leading Agencies and Ad Platforms On-Board to Provide Their Clients Complete View of Digital Campaign Audience

New York, NY — April 21, 2015 — Nielsen today announced that it has expanded Nielsen Digital Ad Ratings to include mobile measurement in Canada. Currently available in the U.S., Canada is the second market to launch mobile measurement within Digital Ad Ratings. This is the first of several planned international mobile launches in 2015.

The addition of mobile measurement in Canada has received a tremendous response from clients, with leading agencies and ad platforms including AcuityAds, AOL Canada, BrightRoll, GroupM, TubeMogul, Turn, UM Canada, and Videology, among others, on board to provide their clients a complete view of their digital audience across computers, tablets and smartphones.  

“Enabling Total Audience measurement for our clients and the industry is a top priority,” said Megan Clarken, Nielsen’s EVP, Global Product Leadership. “We’re thrilled at the response to our mobile launch in Canada and look forward to providing our clients around the globe the same comprehensive measurement to assess the effectiveness of their campaigns.”

With the expansion of Nielsen Digital Ad Ratings to mobile device apps and browsers in Canada, the solution now measures all ads, including video and display, for iOS and Android platforms. Mobile measurement* in Nielsen Digital Ad Ratings builds on Nielsen’s U.S. Media Rating Council-accredited methodology for measuring display advertising in desktop browsers.


AcuityAds:  “With the explosive growth of Mobile in Canada, both in penetration and time spent, it’s critical for us to understand the relationship of Mobile and Desktop advertising to garner the best results for our clients,” said Katie Wolf, Director of Product and Partnerships, AcuityAds Inc.

AOL Canada:  “The addition of mobile to Nielsen Digital Ad Ratings is an exciting advancement that will help validate the importance of cross-screen advertising for brands,” said Marla Natoli, Director, Video and Mobile, AOL Canada. “AOL’s Content 365 strategy is anchored in the belief that content should be created in a way that matches users’ consumption of media – in all shapes and sizes across all screens. The standardization of measurement across all devices is a critical step in allowing advertisers to effectively leverage media across all screens, and ultimately enhance brand performance across all key metrics.”

BrightRoll:  “Mobile provides a tremendous opportunity to reach consumers wherever they are, and for advertisers, accurate measurement is crucial for running effective campaigns,” David Bellemare, General Manager of BrightRoll Canada. “We are excited to work with Nielsen to bring sophisticated mobile measurement capabilities to our clients in Canada so they can uncap the potential that lies within mobile video.”

GroupM: “Advertising strategies increasing span across platforms.  We are excited to offer our clients a more robust view of their digital audience with the inclusion of mobile in Nielsen Digital Ad Ratings” said Stuart Garvie, Chief Commercial Officer, Canada, GroupM.

TubeMogul: “As Canadians increasingly consume video on their smartphones and tablets, marketers need an efficient solution that matches modern viewers’ on-the-go lifestyle,” said Kevin Thakkar, Senior Product Manager, TubeMogul. “Nielsen Digital Ad Ratings empowers advertisers with independent verification that they have reached their intended audience and allows them to execute cross-screen campaigns more effectively.”

Turn: “To understand and reach audiences both offline and online, marketers need to measure and compare results across platforms,” said Mark Balabanian, VP of business and corporate development at Turn. “Extending Turn’s relationship with Nielsen for mobile measurement through Digital Ad Ratings in Canada will give marketers another tool to gain insights, measure and optimize the effectiveness of their cross-channel campaigns in the Turn digital hub.”

UM Canada: “As consumer behaviour continues to converge around mobile-first platforms, offering our clients the ability to unify audience data across desktop and mobile is a top priority,” said Matt Ramella, VP Digital at UM. “The addition of mobile measurement in Nielsen Digital Ad Ratings enables UM to provide our clients the solutions they need to best measure & optimize audience delivery across devices.”

Videology: “Videology’s focus as a software provider is to allow advertisers to speak to audiences seamlessly across devices—the same way that consumers are now viewing content.  And, of course, this hinges upon the ability to use a common metric across all screens,” said Ryan Ladisa, VP Sales, Canada. “Nielsen’s extension of its Digital Ad Ratings to include mobile is a huge step on the path to total video convergence, and we’re thrilled to be able to offer these expanded capabilities to our platform users.”

The clients named above are among those who are ready to measure mobile advertising through Nielsen Digital Ad Ratings or actively engaged in the certification process.

*Mobile measurement in Nielsen Digital Ad Ratings is not accredited by the MRC. Nielsen Digital Ad Ratings is the first Internet measurement system accredited by the MRC that provides demographic ratings for online advertising campaigns. Nielsen Digital Ad Ratings is accredited for measuring unique users and desktop-served display advertising GRPs.


Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit


Alana Johnson,, 1+ 646-654-8391