Google adds new features to DoubleClick
A deep ad server integration by Google, will give advertisers native access to&nbsp;comScore&rsquo;s campaign measurement for any ads they buy or serve using DoubleClick. Nielsen has also announced that its Digital Ad Ratings (DAR) measurement product is now available to Canadian advertisers using DoubleClick, following its integration in the US last year. This allows advertisers to see how a campaign has performed and whether it effectively reached their target audience.&nbsp;
Third-party desktop video measurement added to Google's offering

Nielsen has announced that its Digital Ad Ratings (DAR) measurement product is now available to Canadian advertisers using Google’s programmatic buying platform as part of an international roll-out.

In the U.S., Nielsen and Google completed integrating DAR into DoubleClick Campaign Manager, DoubleClick Bid Manager and DoubleClick for Publishers in Q4 last year. Through the partnership, clients using any of those platforms can choose to have Nielsen report on how well a campaign delivers and how effectively it reaches their target audience.

Google’s clients in Canada will now have access to the same independent audience metrics for desktop video campaigns. However, as in the U.S., DAR’s viewability component will not be available, as Google does not currently allow third-party viewability measurement on its platforms.

Although comScore’s audience metrics are also integrated with DoubleClick platforms, Nielsen says it’s the first independent measurement firm to expand its partnership with Google beyond the U.S. ComScore last week announced that it has completed a tagless ad server-level integration with Google’s ad server, but the service is currently limited to the U.S. market.

Along with Canada, Nielsen also announced DAR/DoubleClick offerings in Australia, Brazil and the U.K.

In the past year, Nielsen has committed to making Digital Ad Ratings (formerly known as Online Campaign Ratings or OCR) available as widely as possible on the global stage. In total this year, it plans to expand the reach of DAR to seven new markets, including China, India, Japan and Mexico. By the end of the year it will be available in 16 markets, which, according to Nielsen, represent 95% of global digital ad spending.

Here in Canada, Nielsen recently updated DAR to track audiences across both desktop and mobile devices. Cross-device measurement that tracks unduplicated audiences across mobile and desktop is rapidly becoming the standard for digital advertising measurement in the U.S., and demand for it has been growing in Canada as well.