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NEW YORK In an ad market where every dollar counts, GroupM has signed up for KeepingTrac, Nielsen’s real-time commercial tracking system. The contract covers all GroupM accounts.
Launched in September 2007 with Carat as its first client, KeepingTrac allows agencies to monitor and adjust ad schedules during campaigns, 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, dayparts, prohibited programs and the appropriateness of 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 at GroupM North America.
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