Nielsen, comScore woo big brands with online-ratings tools

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

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

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