客户现在可以利用其首选的可视性提供商（包括 DoubleVerify、Integral Ad Science 和 Moat）来验证其收视受众
纽约州纽约市--2016年7月20日--尼尔森今日宣布，客户可以在尼尔森数字广告评级（Nielsen Digital Ad Ratings）中选择可视性提供商，以创建可视的、人为的、人口统计的广告测量，从而为其数字广告活动目标提供最佳支持。通过为客户提供更大的灵活性，尼尔森正在帮助营销人员更轻松地验证其数字广告活动的曝光率，并使媒体发布商和平台能够以最佳方式优化其数字库存。
近年来，数字广告行业已开始从服务印象转向可视印象，并将其作为数字广告活动有效交付的基础。与此同时，广告商和广告代理公司也要求获得更大的保证，即广告已投放并有机会被目标受众看到。
"尼尔森数字产品领导力高级副总裁大卫-黄（David Wong）表示："市场正在使用各种可视性阈值和提供商，因此我们为客户提供了灵活性，使其能够了解交付方式的变化并进行相应的优化。"尼尔森数字产品领导力高级副总裁大卫-黄（David Wong）表示："可视性和欺诈是至关重要的行业问题，我们正与领先的技术公司合作，提供客户所需的测量。
通过提供集成可视性提供商的选择，以及同时采用多种可视性阈值的灵活性，尼尔森正在帮助客户适应比以往任何时候都更具动态性的行业。此外，尼尔森正在帮助广告行业简化可视性的实施，提供单一的集成解决方案，满足广告买家和卖家的偏好，并将其与尼尔森行业领先的受众覆盖率测量相结合。
根据客户反馈，尼尔森一直在与越来越多的可视性提供商合作，包括[按字母顺序排列]DoubleVerify、Integral Ad Science 和 Moat，在尼尔森数字广告评级中使用单一标签提供可视的、人为的、人口统计的广告指标。
“Viewability is central to our ability to validate the successful exposure of digital campaigns, and we’re always looking for new ways to help clients optimize their marketing spend,” said Mitch Weinstein, senior vice president of Ad Operations at IPG Mediabrands. “With Nielsen’s ability to combine viewability metrics from our providers of choice with audience measurement, we are meeting the growing need to track in-demo, in-view impressions.”
“We applaud Nielsen’s work to integrate viewability measurement from multiple providers within the Digital Ad Ratings solution,” said Mark Torrance, CTO at Rocket Fuel. “As agencies and advertisers continue to shift to a viewable impression standard, it’s critical that we can measure and optimize the ‘opportunity to see’ within key demographics. Unified measurement will drive efficiency and increase transparency throughout the digital media supply chain.”
ABOUT NIELSEN
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 www.nielsen.com.
联系方式
Brendan McCarthy, Brendan.mccarthy@nielsen.com, 646-654-8850
