• by Wayne Friedman , September 19, 2012

Nielsen says its big online campaign ratings service is gaining steam.

The media research company reports it has 15 advertising platforms/networks as clients for its Nielsen Online Campaign Ratings. Many are major networks, including Adap.tv, AudienceScience, DataXu, Innovid, Jivox Corporation, LiveRail, SET, TubeMogul, Turn, VideoHub, Videology, VINDICO and ZEDO. Ad technology company FreeWheel has also signed on.

Nielsen says the Online Campaign Ratings are intended to -- among other things -- enable online ad networks to improve their ability to set up audience guarantees. In addition, the service can be used in a variety of ways, from planning to in-flight campaign optimization to campaign analysis. Many of the biggest spenders in online media use a number of the ad networks signed on by Nielsen.

"The platforms that sit between the buy and sell sides are the nerve-center of online advertising, where advertisers and publishers extract the maximum mileage out of their spend and inventory respectively,” stated Amit Seth, executive vice president of global media products for Nielsen.

Nielsen started up Nielsen Online Campaign Ratings in 2011, beginning with VideoHub.

Says Anthony Risicato, general manager of VideoHub: “Now, with VideoHub, marketers have a platform to measure their ratings and also know if/where/why those ratings are having an impact — in real-time, anywhere they are running video campaigns. This joint effort has been a catalyst for true innovation across brands, agencies and publishers."