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Neilsen’s DAR Publisher Insights Boosts Digital Ad Ratings


Nielsen Holdings plc NLSN has launched a new advanced analytics solution under its Digital Ad Ratings (DAR) service.

The new service known as DAR Publisher Insights enables digital publishers to perform actionable and in-depth analysis of advertising campaign data especially in terms of reach and effectiveness.

Unlocking Crucial Ad Insights

DAR Publisher Insights ranks publishers per their ability to perform against reach and on-target percentage for campaigns and comparative to industry campaign norms and competitors.

The service’s analytics dashboard gives publishers access to custom metrics that include reach efficiency and incremental reach.

Publishers can now access audience attributes beyond age and gender such as household income, education, ethnicity and occupation for deeper audience verification.

Using this service, publishers can now perform return on ad spend research retroactively utilizing Nielsen Catalina Solutions and Nielsen Buyer Insights data.


Nielsen Sets the Benchmark

Nielsen is emerging as the standard of measurement for digital video ads. Virtually all of the top 25 U.S. advertisers are asking for guarantees based on the company’s Digital Ad Ratings metric.

Beyond the U.S., the global Digital Ad Ratings footprint is set to cover 16 countries by the end of the year. This includes mobile.

The company has expanded the integration of Digital Ad Ratings in Google’s DoubleClick Bid Manager platform to seven new countries: France, Germany, Italy, Canada, Brazil, Australia and the U.K.

Social media behemoth, Facebook recently launched its new video ad buying product that uses Nielsen’s Digital Ad Ratings for the measurement of Facebook’s video ads. This shows a steady rise in global marketplace adoption of Digital Ad Ratings.

Zacks Rank & Stocks to Consider

Currently, Nielsenhas a Zacks Rank #4 (Sell). Better-ranked stocks in the broader technology sector include NVIDIA Corporation NVDA, Kimball Electronics, Inc. KE and Control4 Corporation CTRL, each sporting a Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.

For the current year, the consensus estimate for NVIDIA has increased 33.3% in the past 30 days. Estimates for Kimball Electronics and Control4 have gone up by 8.1% and 10%, respectively, over the same time frame.

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