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Google to allow Nielsen and Comscore to provide ad analytics for its platforms
By Chris Cooke | Published on Wednesday 13 November 2013
While Google is a leader in the online advertising space, and provides advertisers with a range of proprietary analytics tools to measure their ad activity across Google-owned platforms, the web giant has given way to pressure from the more conventional advertising industry to allow other stat firms to also monitor the impact of commercials on its sites.
Although Google has invested heavily in developing analytics for advertisers, many in the media buying space have said they would like to be able to monitor the reach of Google ads via the platforms operated by Nielsen and Comscore, which monitor other kinds of media and advertising for big brands. There is a feeling that independently operated analytics are more reliable, plus advertisers want to be able to more closely correlate advertising on Google with activity on other online and broadcast platforms.
Having previously resisted allowing Nielsen and Comscore’s measurement systems to integrate with its services, Google said on Monday: “While we continue to build measurement options powered by Google, we’re also partnering with industry leaders, such as Nielsen and Comscore, to offer objective, credentialed, third-party measurement options”.
Confirming the new alliance, Nielsen said that it was currently testing the integration of its measurement tags into Google’s services, and hoped to fully roll out measurement across the web giant’s infrastructure, including YouTube, in 2014.
