Nielsen Co. is working on a service that would offer advertisers and Web publishers a new stream of data to improve audience measurement for online advertising, a move that may bring more ad dollars to the sector. As with TV ratings, the new service requires the participation of media outlets, in this case Web portals and other sites. So far, the media-measurement firm has lined up Facebook Inc. as a participant, according to people familiar with the matter. Other websites are expected to join as it moves out of the testing phase. Nielsen is expected to unveil the new product next week at Advertising Week, and will conduct a test of the service shortly, according to people familiar with the matter. The new stream of data would be an “online GRP,” these people say. A GRP, which is short for Gross Rating Points, is a formula that measures the reach and frequency of an ad, a method that has been used by the TV business for decades. To get the new data, Nielsen will blend its demographic panel data with information from participating online companies about the people seeing a particular online ad, according to people involved in the research. Information will vary from website to website, but in general it might indicate the age group and sex of a particular Web surfer and maybe even location, according to a person familiar with the process. Only anonymous data will be given to Nielsen for the service, according to several people involved in the process.
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