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Nielsen and Integral Ad Science Release Viewability by Demographic in Nielsen Digital Ad Ratings

3 minute read | September 2015

New York – Sept. 24, 2015 – Nielsen and Integral Ad Science today announced that they have expanded their relationship to offer viewability measurement by demographic 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 impressions in Digital Ad Ratings markets, including the U.S., Brazil, Canada, France, Germany, U.K., Italy and Australia.

The availability of viewable impressions by age and gender allows clients to better analyze, optimize 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.

“It’s extremely important to our clients to know whether their ads are viewable and that they’re being viewed by the audience they were intended for. This is why we collaborate with a leading provider like Integral Ad Science to offer viewability as part of our Digital Ad Ratings service,” said Megan Clarken, EVP, Global Watch Product Leadership, Nielsen. “The ability to offer clients the most complete measure of their advertising reach is another example of our commitment to bringing comprehensive third-party independent measurement to the marketplace.”

“Viewability is key, but it’s only one piece of what makes campaigns effective and able to exceed goals,” said David Hahn, SVP, Product Management, Integral Ad Science. “Integral is committed to giving clients the complete picture of media quality in advertising, and we value collaborators like Nielsen that align with this vision.”

Nielsen Digital Ad Ratings is the first and only digital campaign measurement solution to be accredited by the Media Rating Council (MRC) in the U.S. for demo-based audience measurement of display advertising in desktop browsers for a unique user. Integral Ad Science’s MRC-accredited viewability methodology includes display ad viewability and brand safety, as well as the company’s Video Ad Viewable impression measurement and related video ad viewability metrics. The integration of Integral’s viewability solution into Nielsen Digital Ad Ratings is not MRC accredited.


Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit


Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Tokyo, and Singapore. Learn more at


Nielsen: Alana Johnson,, 1+ 646-654-8391Integral Ad Science: Luke Gillespie,, 1+ 212-453-2423