Nielsen, the standard in TV measurement, brought the concept of gross ratings points to online media in 2011. Those early efforts now appear to be paying off with a variety of publishers integrating its TV-online buying standard. AOL will support Nielsen's GRP in 16 original series, essentially an extension of Nielsen Digital Program ratings, as AdExchanger previously reported. Google's YouTube and Amazon have also integrated with OCR in recent months.
ComScore has traction too. Time Inc., Yahoo, and others are incorporating vCE into ad serving and reporting for their new shows.
Yahoo's video menu includes streaming concerts via Live Nation and a travel-themed "digital magazine." Starting this summer advertisers can use vCE to access real-time audience metrics on multiple platforms.
“There is a growing need for marketers to easily plan, buy and measure across screens and ad formats,” said Ned Brody, head of the Americas of Yahoo, in a statement.