Nielsen and comScore woo big brands with online-rating tools

04/9/2012 | Advertising Age (tiered subscription model)

Nielsen and comScore are courting brands such as Procter & Gamble, Unilever, General Mills and Kraft Foods as they seek to popularize rival systems for rating online ads. Nielsen received Media Rating Council accreditation for Online Campaign Ratings, a tool that uses anonymous Facebook data to provide advertisers with demographic data. ComScore is closing in on accreditation for Validated Campaign Essentials, which includes a "viewability" measure to ensure ads are served in places where they're actually visible to consumers.

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