Nielsen accredited by MRC for viewability integrations
Digital ad ratings provider Nielsen has received an accreditation from the Media Rating Council (MRC) for its desktop display and video viewable gross rating point (GRP) estimates in digital ad ratings for demographics by age and gender. The accreditation verifies the accuracy of Nielsen's integrations with multiple viewability providers across display and video advertising, including Integral Ad Science and Moat. Nielsen's most recent accreditation intends to tackle a lack of trust among advertisers who are increasingly demanding more transparency from digital ad providers.

by Tobi Elkin @tobielkin, April 10, 2017

Nielsen on Monday said it has received Media Rating Council (MRC) accreditation for viewability integrations with Integral Ad Science and Moat for desktop display and video viewable GRP estimates in digital ad ratings for age/gender demographics (for ages +13). Nielsen said the accreditation means its Nielsen Digital Ad Ratings have passed the MRC test for integrations with multiple viewability providers across display and video advertising.

The news comes as the digital ad industry continues to reel from advertisers' calls for greater transparency. Nielsen said it is committed to providing clients with third-party measurement. Its Digital Ad Ratings have been MRC-accredited for demographic-based desktop audience measurement since 2011.

Last year, Nielsen announced that would offer a choice of integrated viewability providers including Integral Ad Science and Moat, as well as DoubleVerify. The DoubleVerify integration is not accredited yet, but is in progress, Nielsen said.

“This latest accreditation of two of Nielsen’s viewability solutions affirms our commitment to providing clients with independent measurement they can trust,” stated David Wong, senior vice president of digital product leadership at Nielsen.