How Nielsen is beefing up its ad viewability options

Viewability has become one of the hot-button issues of digital advertising.

If no one sees your ads, then you’re wasting your money. There’s no chance of reaching the people you need to with your message.

That’s why advertisers are increasingly pushing for guarantees, and that means agencies are pushing harder on their behalf.

Clients want to pay for viewable impressions rather than served impressions, and they need the right data to help that happen.

So Nielsen’s decision this week to add more data providers to its Digital Ad Ratings was met with smiles from media people.

Up till now, the company had offered visibility tracking from Integral Ad Science. Now it will add Moat and DoubleVerify.

“The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly,” said David Wong, senior VP of digital product leadership at Nielsen, in a statement.

“Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand.”

Buyers and especially advertisers have complained that not enough is being done to ensure viewability. There’s been a running debate in recent years over whether 100 percent viewability can ever be achieved, but certainly getting more data is a good thing.

Tags: digital, digital advertising, nielsen, nielsen viewability, online advertising, viewability