Nielsen to incorporate demographic-based viewability metrics
Nielsen is set to offer demographically-based viewability measurement to clients, with a single integrated solution in its Digital Ad Ratings. It will be available across all digital markets, using the client's viewability vendor of choice, and is expected to enable better evaluation of campaigns to optimise results and shape future planning.

Nielsen is offering viewability measurement by demographic using clients’ viewability vendor of choice within Nielsen’s industry-standard digital advertising measurement solution, Nielsen Digital Ad Ratings. Viewability by age and gender segments is now available for all computer display and video impressions in all Digital Ad Ratings markets, including Singapore.The availability of viewable impressions by age and gender allows clients to better analyse, optimise and evaluate campaign performance. By providing a demographic look at viewable unique audience, GRPs and on-target rates by site and placement, users will have better insights to validate campaign performance goals and inform future planning, said the company in a press statement.Nielsen is also offering a choice of integrated viewability providers and flexibility to employ multiple viewability thresholds concurrently, helping clients adapt to an industry that is more dynamic than ever.“The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly,” said David Wong, senior vice president of digital product leadership at Nielsen.“Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand.”Based on client feedback, Nielsen has been working with a growing number of viewability providers, including DoubleVerify, Integral Ad Science and Moat, to deliver viewable, human, demographic ad metrics within Nielsen Digital Ad Ratings using a single tag. This single integrated solution will help simplify viewability implementation while accommodating the preferences of ad buyers and sellers.