Google and Nielsen Partner on Online Campaign Ratings [Updated]

Buyers are starting to test buys negotiated on OCR

As part of the ongoing quest to get more TV dollars to Web video, buyers and sellers are suddenly in love with old school metrics like ratings and GRPs. Over the past year few months, many brands and agencies have been insisting on making guaranteed buys using Nielsen’s online campaign ratings (OCR) or to a lesser extent, comScore’s validated Campaign Essentials (VCE).

The only problem has been that the biggest player in Web video, Google (which owns a little site called YouTube), hasn’t been willing to play ball.

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