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Independent.ie apps first in Ireland to team up with Nielsen's Digital Ad Ratings


Independent.ie has become the first media group in Ireland to adopt a unique digital ad ratings measurement that allows their advertisers to receive a full detailed report across all platforms.

Nielsen's Digital Ad Ratings - which is available in 24 different countries globally - measures the demographics, unique audience, reach, frequency and gross rating points (GRPs) for an ad campaign’s full digital audience across computers, tablets and smartphones.

The accredited methodology identifies which digital reader was reached with precise accuracy, ensuring transparency of duplication across devices and protection of privacy. 

Nielsen’s Digital Ad Ratings is anonymised and obscured - and systems and processes are subject to periodic auditing by an independent 3rd party - Media Ratings Council.

When first launched to the Irish market back in late November, Digital Ad Ratings could instantly measure Desktop and Mobile browsing, while the more complicated to measure in – app activity was excluded.

Nielsen has a certification in place for in-app measurement, a straight forward process where Nielsen supplies testing codes that are implemented into the media owner’s adserver and no SDK implementation is required.

“Our main goal in INM is to provide the best results possible for our clients. Now that we are certified with Nielsen, Advertisers using Digital Ad Ratings will be able to get access to de duplicated reach across our desktop, mobile browsing and in-app platforms for each ad placement, split out by age and gender," Chris Gordon, Head of Ad Operations at Independent News & Media, said.

"This will allow for strategic campaign optimisation, depending on the campaign’s target audience and KPIs.”

Meanwhile Nielsen's Digital Solutions Manager Evelyn Peters said: “I am delighted to have Independent.ie Apps certified. Advertisers using Digital Ad Ratings will now have access to daily reports across all of INM’s platforms and can use this data in the most efficient and cost effective manner."

Online Editors