Last year, Nielsen partnered with Facebook in a program called online campaign ratings. Through this arrangement, Nielsen can now tabulate 30-50 percent of total online exposure to any particular ad campaign, says Andrew Feigenson, SVP for Advertising and Platforms at Nielsen, in this interview with Beet.TV
He says that "in many ways, Facebook has become our panel for measuring the online universe."
He says that this level of data is essential in driving the real-time buying of video advertising.
Nielsen's online campaign ratings product is integrated across many of the leading ad networks and video ad technology platforms.
Feigenson was a participant at the Beet.TV Leadership Summit on Real-Time Video Ad Buying hosted by GroupM and sponsored by TubeMogul.