Telaria Integrates Nielsen DAR to Accelerate TV-Like Buying in Digital Video
Telaria Inc. (NYSE: TLRA), the complete software platform to manage video advertising for premium publishers, today announced it has integrated Nielsen’s Digital Ad Ratings (DAR) to activate comprehensive, next-day views of digital audience performance in the platform, offering TV-comparable industry standards for digital video inventory.
Nielsen’s DAR provides advertisers, media agencies and publishers with audience metrics comparable to TV, including age and gender demographics, unique audience, reach, frequency and gross rating points (GRPs). With the Telaria VMP integration, premium video publishers can now provide buyers with Nielsen audience demographic data before purchasing media, enabling brands, agencies and platforms to make more effective digital video buying decisions.
The Nielsen DAR solution will also support the development of unique Private Marketplace Packages via the Telaria VMP, further elevating the confidence of media buyers demanding more industry standardized reach criteria.
Using insights based on Nielsen’s DAR, premium video inventory underpinned with Nielsen digital measurement, marketers can have added confidence that their campaigns are reaching their desired audiences.
“At its essence, Telaria’s VMP was engineered to empower publishers with greater inventory intelligence to make smarter revenue-driving decisions, and for buyers to achieve the highest ROI by reaching the right audiences for their campaigns,” said Mark Zagorski, Chief Executive of Telaria. “Agencies and brands who trusted Nielsen for decades for accurate and actionable data and measurement in the TV environment can now have the same trust and confidence in the digital video environment.”
“We are enthusiastic about the opportunity that the Nielsen DAR integration will provide for us as a premium publisher leveraging the Telaria VMP,” said Sean Holzman, Chief Digital Revenue Officer at Bonnier Corp. “The insights that the DAR data provides will enhance our ability to delivery inventory packages that exceed buyer demands for reach and performance.”