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Nielsen is extending its partnership with ad verification provider Integral Ad Science to international markets including Canada, the U.K., Brazil and France. The deal will provide Integral’s viewability measurement and fraud detection services to Canadian marketers using Nielsen’s Online Campaign Ratings platform.
“When combined, these two solutions represent the only offering in the marketplace to be MRC-accredited in the U.S. for both demo-based audience measurement and viewability,” said Megan Clarken, Nielsen executive vice-president, global product leader, in a release.
Integral provides a wide variety of ad verification services, including geotargeting verification, brand safety, viewability and fraud detection. Earlier this year it launched an integrated solution for tracking viewability, brand safety and fraud in video, and acquired Simplytics for tracking fraud in mobile native app- and browser-based ads.
So far viewability and fraud detection are directly available to OCR clients, but other verification services may become available in the future. When Nielsen launches in-app campaign measurement later this year, Integral’s mobile fraud detection may well be a component.
One of the first big brands to take advantage of viewability in OCR will be Kraft. Earlier this year at Marketing‘s Programmtic Trading conference, Bob Rubczynski, vice-president, media and consumer engagement at the CPG , said that viewability is a bigger problem for national brand campaigns than fraud.
“I think we can address the black lists, ghost sites, things like that [but] the fact that 50% of your impressions have zero chance of reaching anybody, ever, is a bigger problem for us,” he said, referring to data from Nielsen competitor comScore showing that fewer than 50% of all ad impressions are viewable.
Rupczynski approved of the new Integral/Nielsen international viewability partnership. “It’s essential that our messages are reaching the right audiences in the right way — whether on TV or online,” he said in a release. “By using Nielsen Online Campaign Ratings and Integral together for our online campaigns, we have clarity into who saw our ad and confidence that our ad was viewed.”
