In their recent annual client conference, Nielsen announced that they were launching a new Preferred Platform Partner Program, which would provide clients with additional metrics and other information for their digital campaign performance. This is a move that is intended to further transform Nielsen into a digital metrics leader in the industry.
The initial nine members of the program are: BrightRoll, FreeWheel, DoubleClick, Moat, Rocket Fuel, Tremor Video, TubeMogul, Viant and Videology. They did not say when or how many additional partners would be added to the program over time. These nine were selected because of their ability to perform automated media buying and selling in a way that Nielsen recognized as innovative and effective. In addition, these companies and any that are added in the future must meet several requirements concerning tagging and reporting abilities and server connections.
Nielsen’s Managing Director of Digital, Andrew Feigenson, said, “Programmatic is the way of the future. We aim to not only provide our clients with comprehensive total audience solutions, but also want to ensure they can access those insights as seamlessly as possible. Members of Nielsen’s Preferred Platform Partner Program allow us to do that.”
It is too early and not enough information is available about the new program to know exactly how this will benefit customers of the nine companies that are the initial partners, but it seems like it will open up some significant opportunities. How these companies take advantage of this new platform will be an important thing to keep an eye on in the near future.
