By Sahil Patel
BrightRoll has integrated Nielsen’s Online Campaign Ratings product into its programmatic video ad platform. OCR data is now available via the BrightRoll console, the company’s customizable user-interface that allows clients to plan, execute, and optimize their video advertising.
BrightRoll is one of the biggest video ad platforms on the web — in October, it placed third in comScore’s monthly rankings, behind only AOL and Google. The platform delivered over 2.6 billion video ads in the US during the month.
Nielsen’s Online Campaign Ratings product is an attempt to bring TV-like measurement to online video, allowing advertisers to — ideally — validate the effectiveness of their video ad campaigns across all screens.
For the industry, a commonly accepted currency for ad ratings is believed to be one of the barriers to unlock TV-sized ad budgets for online video.
For Nielsen, it’s an effort to create an industry-wide standard for measuring video advertising, giving the company the kind of stronghold it has on television. And to an extent it’s definitely working, as Nielsen now has OCR deals with each of comScore’s top five video ad properties, including Google/YouTube.