Nielsen’s Online Campaign Ratings (OCR) are changing the video landscape. The ratings combine traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from online data providers, including Facebook, in order to establish who the audience actually was. On the one hand, Nielsen’s OCR could pave the way for more TV money moving into online video; on the other, many publishers feel this is just another way for advertisers to pick and choose which users they should pay for.
Here Yoav Arnstein, General Manager, EMEA, at Liverail, a sell-side programmatic ad platform, explains how OCR is being received by Liverail’s clients. Footage was filmed in London at Tubemogul and Liverail’s ‘Programmatic Roadshow’.