Nielsen In Final Tests Of Mobile Ad Measurement Service

Nielsen on Thursday said it’s launching the final technical trial before expanding Online Campaign Ratings (OCR) service to mobile this summer. Participating in the test are online video ad firms BrightRoll and TubeMogul, which have both been in using OCR on a fully-integrated basis for the past 18 months.

The Nielsen service aims to provide a common measurement currency to track reach, frequency and GRPs across screens, especially for video. While OCR has already been adopted by major sites such as YouTube for digital video measurement on the desktop, mobile validation is still emerging.

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