Nielsen Announces New Approach to Online Ad Measurement

Initial results imply targeting of Web ads about as accurate as TV

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Online advertising still struggles to meet its long-promised levels of targeting and measurability. Solutions to the targeting problem continue to emerge, moving on from ad networks to demand-side platforms and real-time exchanges. Now Nielsen is addressing the measurement part of the problem.

In an announcement at the Advertising Research Foundation meeting on Monday, Nielsen noted the latest phase in its Online Campaign Ratings initiative. Working with websites that have large collections of registered users (predominantly Facebook now, but more are set to join the partnership) as well as its own panel data, Nielsen gives advertisers a new way of verifying that their online ads reach the intended targets.

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