Nielsen's GRP-Inspired System Touts Several New Partners

  |  September 20, 2012   |  Comments

Nielsen's API for its GRP-inspired Online Campaign Ratings program is being used by 14 new firms ranging from video ad platforms to marketing firms.

Until recently, the concept and framework of the GRP or Gross Rating Point has been relegated to television. But Nielsen, the longtime standard for measuring TV ratings and ad performance, is trying to change that.

The company's Online Campaign Ratings program, a year-long effort to bring more accurate metrics and accountability to online advertising, has signed on 14 additional ad platforms as it aims to turn the initiative into an evolving standard. With AOL already on board, Nielsen's API for the Online Campaign Ratings program is now being used by 15 ad firms ranging from video ad platforms to marketing firms. OCR works across display and video advertising (not search), but it borrows much of its framework from the television industry.

Under Nielsen's new approach, "advertisers and agencies can get what audiences they want to reach with a campaign, and what frequency they want to track with a campaign," said Amit Seth, EVP of global media products for Nielsen.

Third parties are implementing the automated system in their platform to ascertain how much any given ad resonated with an audience. The full range of new partners includes, AudienceScience, DataXu, FreeWheel, Innovid, Jivox Corp., LiveRail, SET, TubeMogul, Turn, VideoHub, Videology, VINDICO and ZEDO.  More than 70 advertisers and at least 20 agencies have already adopted OCR.

Nielsen is able to measure at the granular viewing level because of the rich data it receives in aggregate from data providers like Facebook, said Seth. "There are no standards on the Internet side," he said. "It has been a struggle" for advertisers that want to know how many people they are reaching, but only receive CTR numbers from publishers in return.

Seth insisted Nielsen isn't displacing anything. Rather, Nielsen's goal is to "help the industry move towards more unified mechanisms of advertising" across platforms. Nielsen wants to give advertisers the ability to measure advertising across their entire spend with one set of metrics, he added.

A big part of that, and another feature heavily borrowed from the TV industry, is the concept of the "make good." This is when media companies provide inventory to advertisers to make good on an underperforming ad campaign. Seth said that large customers like media agency GroupM are now approaching Nielsen with renewed interest to pursue make goods on TV and online, fulfilling their obligations to their customers across multiple channels in one fell swoop.

"The concept of make good and that coming about was a great surprise," he said. To engrain OCR into "this machine that sits between these two end parties," Nielsen also needs to help advertisers better plan for their online campaigns, Seth added. After a campaign is in flight, Nielsen will provide new data every 24 hours so that marketers can turn course and make changes if a campaign is found to be underperforming.

"We are well on course to making this a standard," Seth said. 




Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...