For a long time, Google only provided advertisers with YouTube ad metrics that were culled from in-house data, which, naturally, made some potential clients nervous. No one was questioning Google’s ethics, but the potential for fishy business was ever-present. Answering these voiced (or not) concerns, Google is now enabling Nielsen to track ad views on YouTube.
According to AdWeek, Google is opening up Nielsen measurement for select clients with the hopes of rolling out the company’s online campaign ratings (OCR) product to all advertisers in the future. Metrics company comScore is also making an appearance in YouTube’s push towards more even-handed metrics with its validated Campaign Essentials (VCE) offering.
A Google spokesperson told AdWeek that the new OCR and VCE functionality is in response to clients’ continually asking for “meaningful measurement.” The spokesperson added that the ability to track ads via Nielsen and comScore will inevitably lead to more objectivity. “While we continue to build measurement options powered by Google, we’re also partnering with industry leaders, such as Nielsen and comScore, to offer objective, credentialed, third-party measurement options,” said the Google rep.
Nielsen’s OCR product is the measurement provider’s attempt to bring TV-like metrics reach, frequency, and the beloved GRP to online ad content. The product mines anonymous Facebook user data to determine who watched an ad, and where they watched it. With the world’s biggest video site agreeing to play ball, this also pushes the online video industry forward in developing a currency that everyone can agree on. And just like with TV, Nielsen could be the measurement provider sitting in the middle of all of it*.
* Of course this all hinges on Nielsen beating out comScore and its VCE product, but that rivalry is another conversation for another day.