New York – Nielsen on Monday announced that it is developing
a new online ratings system that will provide audience data comparable to its
television ratings.
The Nielsen Online Campaign Ratings system will combine
traditional Nielsen TV and online panel data with aggregated, anonymous
demographic information from participating online data contributors.
Participating advertisers and publishers will allow Nielsen to install pixels
in their ads, which will collect data but will not pass information about a
user’s identity, the website on which the ads appear, the sites a user visits,
or the identity of the advertiser.
"Marketers and media companies alike
will now have a simpler way to measure the combined reach of TV, the web and even
mobile advertising," said Steve Hasker, president of media products at
Nielsen.
"Reach alone doesn’t tell the whole story, however, and Nielsen
intends to combine the ratings with cross-platform advertising effectiveness
metrics to provide a complete view."
Nielsen plans to test the new system
during the fourth quarter with partners including Procter & Gamble,
Verizon, Starcom MediaVest and Facebook, and is expected to launch the system
next year.
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