Buyers Pushing Nielsen Data for Web Video and YouTube Won't Play Ball

Small publishers taking it on the chin as they deal with OCR challenges

Following the NewFronts, the battle lines in Web video are being drawn, and YouTube might be on the wrong side.

After several years of testing, clients and their agencies are eager to buy video inventory that is guaranteed against particular audience demographics, just like they’ve been doing with TV for decades. The biggest ad agency holding companies are convalescing around Nielsen’s Online Campaign Ratings data or comScore's Validated Campaign Essentials (VCE) as their preferred currency in Web video, according to multiple buyers and sellers.

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