Launched two years ago, Nielsen’s Online Campaign Ratings has become a popular way to measure and price the effectiveness of ad campaigns, even if its reliance on gross rating points makes digital look a little like old TV.
The OCR uses Facebook as its main method of tracking ad views. But now it is set to take on other data sources and types.
“It is a data provider-based model where we have Facebook contributing to it,” says Nielsen global media products EVP Amit Seth told Beet.TV’s leadership summit on premium programmatic video advertising. “We are working with additional data providers; we will be announcing those integrations pretty soon.”
The soon-to-be-announced partnerships will provide Nielsen’s OCR with a richer array of info for advertisers.
“Today, OCR does age and gender,” Seth told the event, presented by SpotXchange and hosted by The Hearst Corporation. “Our advertisers are asking us for more – for varied demographics, income and such.
“But it doesn’t stop there. What if u had access to buyergraphics instead of just demographics? If you were able to ask the question: how many buyers of this product did I reach?”
Note: Joanna O’Connell, who interviewed Seth, is leaving Forrester to join AdExchanger, it was announced on September 25. This taping took place on September 17.
