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Nielsen Digital Ad Ratings Now Available in UAE

2 minute read | May 2018

Digital Ad Ratings Brings Accountability and Accelerates Growth of UAE’s Digital Advertising Market

Dubai, UAE – May 9, 2018 – Nielsen (NYSE: NLSN), a global measurement and data analytics company  today announced the launch of Digital Ad Ratings in United Arab Emirates (UAE), further expanding the solution’s global footprint to provide a total view of campaign audiences across digital platforms.  Since its commercial release in 2011, Digital Ad Ratings has become the global industry standard for independent campaign measurement in more than 33 countries.

Nielsen Digital Ad Ratings measures age and gender demographics, unique audience, reach, frequency and gross rating points (GRPs) for an ad campaign’s total digital audience across computers, tablets and smartphones in a way comparable to TV, enabling advertisers, media agencies and publishers to maximise their advertising reach, optimizing online spends across digital platforms.  

Advertisers can utilize Digital Ad Ratings to understand and quantify the audience their ads are reaching, with the ability to optimize campaigns in-flight. Publishers and platforms can better optimize their inventory and reduce ad waste, monetising based on audience rather than click-throughs.

“Increasingly advertisers in the region are looking towards digital to spend their ad dollars. Nielsen Digital Ad Ratings brings standardisation and accountability to the UAE, and helps advertisers and agencies gauge return on investment for every dollar they spend online,” said Sarah Messer, Head of Media, Nielsen MENAP. “It’s all about measuring people not devices, across screens, ad placements and publishers. You can now analyse your brand’s online ad campaign in the same way you would for TV, as well as optimize your online spends to ensure your ads are reaching your intended audience.”

“With Ramadan approaching, a time when many brands in MENA are looking to showcase their products and services to consumers, DAR will help ensure that every dollar spent online is spent wisely, ” Messer added.

Nielsen Digital Ad Ratings delivers to clients comprehensive, TV-comparable metrics for digital advertising campaigns. Initially launched in the U.S. in August 2011, Nielsen Digital Ad Ratings combines Nielsen data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Reporting is available the day after campaign launch, providing vital audience delivery information in-flight to agencies, advertisers and publishers.


Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit