Conventional wisdom suggests that programmatic advertising benefits from increased exposure to inventory and publishers. Makes sense, right? But not all publishers are the same and campaign performance will vary by campaign, advertiser, creative, seasonality, time of day, etc., across publishers. And the conventional wisdom used to identify high performing publishers frequently eliminates sites that are actually helping to drive performance.
Marketers have long struggled to find a common measurement between television and digital. With the introduction of Nielsen Digital Ad Ratings, marketers are presented with a highly accurate method to identify and measure the true audiences exposed to online ad campaigns utilizing a combination of Nielsen panel data with aggregated, anonymous demographic data from online data providers.