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TubeMogul Offers Nielsen Data to Brand Marketers

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Providing advanced demographic targeting information to brand marketers and trading desks, media buying platform TubeMogul has signed an agreement with Nielsen to deliver actionable gross ratings point (GRP) info from Nielsen Online Campaign Ratings.

Nielsen's ratings have been accredited by the Media Rating Council (MRC), and provide online ad campaigns with metrics similar to those used in TV advertising. The idea is to allow cross-media planning and analysis, so that advertisers can compare granular demographic data from offline and online campaigns side-by-side.

"GRPs change the calculus by letting us allocate budgets purely based on where viewers are and make apples-to-apples comparisons with television," says Mark Wagman, product manager at Accuen. "Unlike television, where ratings can vary day-to-day, advertisers can know exactly what they are getting for a given budget given the optimization available online."

The move is part of a broader industry effort to bring in television ad dollars for premium online video by speaking the language of TV and offering advertisers the analytic data they require. eMarketer revealed that online video ad spending was 3.3 percent of television ad spending in 2011.

The offering will be free to most clients, a TubeMogul representative notes, and available as an additional reporting layer to existing metrics.

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