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Nielsen and AdSafe Strike Alliance to Integrate AdSafe Media Data into Nielsen Online Campaign Ratings

3 minute read | April 2012

Brand Safety, Contextual and Viewability Metrics Define Latest Enhancement to Online Campaign Ratings – Now Available to Advertiser, Agency and Publisher Clients

: Marisa Grimes, 646-654-5759
AdSafe: Carla Rudder, 225-238-1091

New York, NY (April 18, 2012) – Nielsen, a leading global provider of information and insights into what consumers watch and buy, and AdSafe Media, a leading source of brand protection and ad viewability data, today announced an agreement to integrate AdSafe’s ad safety ratings, contextual analysis and viewability measurement into Nielsen Online Campaign Ratings.

Through this collaboration, Nielsen will use AdSafe technology to assist advertisers and publishers using Nielsen Online Campaign Ratings in verifying that digital ads are displayed in the intended manner in the best possible, brand safe online environment. AdSafe viewability metrics also enable advertisers and publishers to confirm how long an ad appears in the viewable area of the screen. The combined solution provides an integrated view of reach, breakthrough, verification and viewability for online ads, consistent with metrics used for TV.

“We are very excited by the advertiser, agency, and publisher demand for Online Campaign Ratings since its launch last year, and we are committed to continually enhancing the service and expanding its uses as it gains industry adoption,” said Chris Louie, head of go-to-market strategy for Nielsen Campaign Ratings. “The integration of a premier verification solution with AdSafe is one such enhancement, with many other exciting developments to come.”

“We are excited about the partnership and about bringing our technology to the online ad market through Nielsen Online Campaign Ratings,” said Scott Knoll, CEO of AdSafe. “Our goals are aligned with Nielsen’s – providing greater levels of safety, relevance and measurement for online advertisers, agencies and publishers – making the partnership a great fit and positive step forward for the industry.”

“Moving to a viewable impressions standard is a core principle of the Making Measurement Make Sense initiative. We applaud the investment that Nielsen is making in enhancing Online Campaign Ratings with verification,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement for the Interactive Advertising Bureau.

Nielsen Online Campaign Ratings launched in August 2011 providing the first-ever Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis. Nielsen Online Campaign Ratings is part of the Nielsen Campaign Ratings suite, which provides a full range of premier advertising audience measurement. Nielsen’s suite of solutions also includes Nielsen Cross-Platform Campaign Ratings, which integrates media planning and measurement across television and the Internet to provide clients with total and overlapped reach and frequency of their marketing campaigns, and a Breakthrough metric for web campaigns for a more complete view of campaign performance, including how much of the total audience actually recalled the ad.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit

About AdSafe Media
AdSafe Media is the digital advertising industry’s recognized leader in brand protection and ad engagement data. Its Content Rating System is the only solution that scores and evaluates the brand safety and context of web pages on the individual page level. AdSafe’s suite of Real Time Data Feeds for RTB provide the only predictive ad viewability information, brand safety ratings, and contextual analysis to better inform brands’/DSPs’ purchasing decisions through trading platforms. AdSafe is headquartered in New York City with operations in San Francisco and London. For more information visit: