Nielsen said it is enabling Digital Ad Ratings clients to include viewability when calculating how many people their ads are reaching.
Clients are moving away from paying for served impressions toward viewable impressions in digital ad campaigns. Clients will be able to choose from a variety of companies that track measurability—including DoubleVerify, Integral Ad Science and Moat—to optimize campaigns.
"The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly," said David Wong, senior VP of digital product leadership at Nielsen. "Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand."