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Nielsen Receives MRC Accreditation for Viewable GRP Demos in Digital Ad Ratings

3 minute read | April 2017

New York, NY – April 10, 2017 – Nielsen announced today that it has received Media Rating Council (MRC) accreditation for its viewability integrations with Integral Ad Science and Moat for desktop display and video viewable GRP estimates in Digital Ad Ratings for age 13+ age/sex demographics. Nielsen Digital Ad Ratings is the industry’s first digital audience measurement solution to be accredited for integrations with multiple viewability providers across display and video advertising.

As the digital ad industry responds to calls from advertisers for increased transparency, Nielsen has remained committed to providing clients with trusted third-party measurement. Digital Ad Ratings has been MRC-accredited for demographic-based desktop audience measurement since 2011.

In 2016, Nielsen announced it would take a client-centric approach to viewability, offering a choice of integrated viewability providers including Integral Ad Science and Moat as well as DoubleVerify, whose integration is not accredited but remains in progress. Nielsen’s work with these leading viewability providers allows clients to access viewable, valid, demographic metrics within Nielsen Digital Ad Ratings or within the reporting dashboard of their choosing.

This latest accreditation provides media buyers and sellers with increased confidence as they leverage Nielsen’s Digital Ad Ratings and the integrated solutions that determine the viewability of ad impressions to validate the deduplicated audience of those people who had the opportunity to see the advertising.

“With growing calls for transparency in the digital ad market, this latest accreditation of two of Nielsen’s viewability solutions affirms our commitment to providing clients with independent measurement they can trust,” said David Wong, Senior Vice President of Digital Product Leadership at Nielsen. “We look forward to continuing to work with our viewability providers to offer clients solutions to navigate this dynamic industry and transact with confidence.”

“The market is looking for transparency, control, and the right metrics to assess if their campaigns were able to influence real consumers, in the right environments along the buyer journey,” said Scott Knoll, CEO and President of Integral Ad Science. “We are excited to further our longstanding collaboration with Nielsen and continue to provide clients with the industry’s most robust data set to measure true campaign performance.”

“We are proud to be the first platform to combine viewability and related attention signals with Nielsen audience data in a seamless UI, providing advertisers with greater insight into their performance and viewable triggered audience metrics,” said Jonah Goodhart, CEO and Co-Founder of Moat. “Moat is thrilled to continue our longstanding relationship with Nielsen, and we commend their commitment to transparency and advancing the industry.”


Nielsen Holdings plc (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 for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


Leslie Pitterson,, +1 646-654-4412