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Online publishers and advertisers have long been touting the medium’s ability to deliver precise campaign metrics such as ad impressions, unique users and time spent.
But all some advertisers really wanted were metrics that made sense in relation to TV.
That’s finally where the digital industry may be headed, according to Nielsen, which on Monday (Sept. 27) announced plans for Nielsen Online Campaign Ratings, a new set of metrics developed to mesh with TV. The new ratings, aimed at better helping brands track the effectiveness of cross-platform campaigns, will incorporate classic TV measures like Gross Ratings Points, reach and frequency.
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