©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Nielsen has inked a deal to buttress its Online Campaign Ratings (OCR), days after AOL said it would use the data as a first-of-its-kind carrot to attract more video advertising. Under the arrangement, Nielsen will meld data from AdSafe Media on whether a particular ad ran in a “safe” environment into the OCR system.
Nielsen executive Chris Louie said the integration offers OCR upgrades in terms of both “verification” and “viewability.” Advertisers can gain insight into whether an ad ran in a “brand-safe environment,” with OCR tracking the percent of ads running on sites deemed within an advertiser’s safety guidelines. The data can further yield information on the devices ads are viewed on and specifics about the content genre, such as news, entertainment, etc.