After two years of refusal, Google confirmed Mondayu that it is allowing Nielsen to place measurement tags on video ads running on YouTube.
The Wall Street Journal reported that some media buyers had passed on buying time on YouTube because they couldn’t measure their performance.
Advertisers who negotiate ad buys with Google are being allowed to test Nielsen’s new tags, which the company is calling its “Online Campaign Ratings” system. Nielsen told the Journal that it expects the new system to be in place across Google platforms in early 2014.
Many advertisers had balked at using Google’s own measurements of how ads perform on its YouTube platform.
According to the journal, analysts are predicting that Google’s move could usher in a new flood of video ad dollars to the YouTube ecosystem.
Read More: The Wall Street Journal
Brief Take: Google’s move allows marketers to access metrics similar to television audience ratings and opens up new avenues for media buyers looking to spend TV ad dollars.
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