Support for Nielsen Online Campaign Ratings on mobile devices will enable YuMe to optimize for and measure audience demographics accurately across desktop, smartphones, and tablets, and allow brands to conduct cross-screen audience guarantee campaigns
REDWOOD CITY, Calif. – YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, announced that it has enhanced its YuMe Audience-Aware SDK to support Nielsen Online Campaign RatingsTM for mobile.
“Supporting mobile Nielsen Online Campaign Ratings represents a major step toward reliable, cross-screen advertising measurement.”
YuMe will enhance its cross-screen demographic targeting and measurement capabilities using Nielsen Online Campaigns Ratings for mobile which is anticipated to launch this summer. This is made possible by YuMe’s unique combination of device-integrated SDKs, proprietary modeling and data sciences capabilities, and close cooperation with Nielsen to measure YuMe’s results.
By upgrading its mobile SDK specifically for Nielsen Online Campaign Ratings compatibility, YuMe can complement its first-party survey data with Nielsen data to identify demographic segments across its publisher network and provide additional scale to brand advertisers – using Nielsen Online Campaign Ratings to measure reach and frequency.
Reaching specific demographics and measuring audiences on mobile devices has been difficult traditionally because industry standards for tracking anonymous consumer usage do not exist, and approaches vary widely between formats and operating systems. Furthermore, including desktop in this cross-screen measurement mix is even more complex and error-prone.
Now that Nielsen has confirmed that YuMe’s mobile SDK is capable of running Nielsen Online Campaign Ratings for mobile, YuMe will be able to measure audience composition, not just delivery, with Nielsen’s soon-to-be-released mobile advertising measurement product.
“The industry is on the verge of harnessing true, cross-platform audience measurement, and we’re thrilled to see YuMe wholeheartedly embrace the product prior to launch,” said Andrew Feigenson, SVP, Digital Client Service at Nielsen. “Supporting mobile Nielsen Online Campaign Ratings represents a major step toward reliable, cross-screen advertising measurement.”
Nielsen Online Campaign Ratings measures the demographic attributes of digital advertising audiences and has emerged as the standard for buying and selling online ads, including audience guarantees. With the addition of mobile, Nielsen Online Campaign Ratings will become the first and only measurement suite to offer robust insight into a campaign’s full digital and cross-platform audience.
“Every piece of the digital video ecosystem is moving cross-screen, and once Nielsen Online Campaign Ratings for mobile launches, it will be much easier for marketers to target cross-screen audiences and inch closer to executing true, cross-screen buys,” says Jayant Kadambi, Co-Founder and CEO, YuMe.
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