In an ad market where every dollar counts, GroupM has signed on to KeepingTrac, Nielsen’s real-time commercial tracking system. The contract, announced Wednesday (Feb. 11) covers the service for all of GroupM’s accounts.
Launched in September 2007 with CARAT as the first client, KeepingTrac allows agencies to monitor and adjust ad schedules mid-campaign, rather than waiting weeks for a traditional post-buy analysis. In addition to combining verification with audience delivery, the software also monitors other key buying guidelines such as commercial separation, incorrect daypart, prohibited programs and wrong creative.
“We feel KeepingTrac will not only allow us to verify in real time our ad placement, but we [will also be able to] quickly marry that with Nielsen audience data to estimate schedule performance,” said Rino Scanzoni, chief investment officer for GroupM North America. “This gives us the ability to respond pro-actively and deliver the highest level of accountability and service to our clients.”