This feature is in a closed beta and not available to most publishers.
As part of the Nielsen Digital Ad Ratings integration, Google Ad Manager provides an auto-pacing solution that updates the line item primary goal based on the performance as reported by Nielsen throughout the campaign.
The pacing functionality applies a goal per device category, based on the distribution of impressions by device category. We apply the device category's overall comp when estimating future performance, and therefore estimating the line item's primary goal.
You can select to apply Nielsen's device categorization, or Google's device categorization for our per-device estimates.
We are aware that there are often discrepancies between Nielsen's device identification, and Google's. We cannot make assurances that Google's device categorization is more accurate, nor entirely correct.
We leave it up to you to decide which device categorization to use.
Our estimates show that Nielsen tends to underreport Connected Devices which can negatively impact your line items, given that co-viewing is only applied on Connected Devices.
Example
Line item ID = 1111
Line item goal = 10K impressions in GRP audience
Nielsen report
|
Impressions |
Impressions in GRP audience |
|
|---|---|---|
|
Mobile |
750 |
250 |
|
Desktop |
750 |
250 |
|
Connected Devices |
500 |
400 |
Google report
|
Impressions |
|
|---|---|
|
Mobile |
500 |
|
Desktop |
500 |
|
Connected Devices |
1000 |
Shown below is the number of in-target impressions needed to complete with the line item for each device category:
Using Nielsen device categorization
Mobile = 10K * 750/2000 = 3750 → estimated with 33% in-target comp → Mobile goal = 11250
Desktop = 10K * 750/2000 = 3750 → estimated with 33% comp → Desktop goal = 11250
CTV = 10K * 500/2000 = 3750 → estimated with 80% comp → CTV goal = 4687
Using Google device categorization
Mobile = 10K * 500/2000 = 2500 → estimated with 33% in-target comp → Mobile goal = 7500
Desktop = 10K * 500/2000 = 2500 → estimated with 33% comp → Desktop goal = 7500
CTV = 10K * 1000/2000 = 5000 → estimated with 80% comp → CTV goal = 6250
