Nielsen is an audience measurement company that's operated for over 100 years in television and has recently released a product for digital audience measurement called Digital Ad Ratings. Digital Ad Ratings has been an advanced video feature offered in Ad Manager to book reservation campaigns on Nielsen guarantees.
To provide additional value to video campaigns and simplify Nielsen's integration in Ad Manager, select publishers may see updates and enhancements beginning in August, 2021, including the following:
- The new "In-target impressions" unit type
- The new "In-demo rate" calculation
- Support for Programmatic Guaranteed and billing changes
- Reporting updates
The new "In-target impressions" unit typeOld behavior
To ensure Nielsen-measured reservation line items were able to meet their delivery goal, Ad Manager previously used the impression goal set on the line item as a proxy goal for needed in-target impressions.
- If you set a target goal of 1M impressions, Ad Manager would assume that 1M impressions needed to be served to the selected Nielsen age and gender demographics.
- Every day that a campaign would serve, Nielsen was asked to identify the age bucket and gender of the user who viewed the ads, and provide Ad Manager with daily aggregates per demographic breakdown per campaign.
- As the line item delivered, Ad Manager automatically updated the impression goal based on reporting data provided by Nielsen to ensure that the line item was able to deliver in full.
For example, if a given Nielsen-measured line item with an impression goal of 1M was consistently pacing towards a 50% in-demo ratio, based on Nielsen-provided demographic reports, Ad Manager would automatically update the line item's impression goal to 2M.
A proxy impression goal is no longer required for in-target impressions. Instead, a new unit type called "In-target impressions" has been added, to be used with a new cost type called "In-target CPM".
The "In-target impressions" unit type is only available when the GRP provider is set to "Nielsen Digital Ad Ratings" and the "In-target CPM" cost type is only available when the unit type is set to "In-target impressions". The line item type must be set to "Standard" for both programmatic and reservations.
Nielsen-enabled proposal line items can only select a unit type of "Impressions" or "In-target impressions".
In-target ratio estimates: You can enter an "In-target ratio estimate", which will be used in pacing calculations prior to receiving reporting data from Nielsen (approximately 3 days). This value should be greater than 1% and may exceed 100% for line items where co-viewing may be a factor. While there is no upper limit to this value, setting it too high may cause underdelivery, and setting it too low may cause overdelivery and may put delivery of other line items at risk.
For example, if you set the in-target ratio estimate to be 1% for a line item that has a 1M impression goal, Ad Manager paces the line item as if it had a total impression goal of 100M until a more accurate in-target ratio can be determined from Nielsen's reporting (approximately the first 3 days of delivery).
Co-view settings: All settings related to co-viewing are still available on in-target impressions goals:
These settings allow you to get credit for impressions served via co-viewing and enables campaigns to be over 100% in-target. For instance, on a campaign with a 1M in-target impressions goal, it's possible that you only need to serve 800K impressions to reach the goal.
The new "In-demo rate" calculationOld behavior
To ensure Nielsen-measured reservation line items were able to meet their in-target impression goal, Ad Manager previously assigned an impression goal to each device category to determine the number of impressions needed.
The new in-demo rate is calculated from weighted in-target ratios based on each device category's impression share for the campaign. You can see this new "In-demo rate" in the line item summary.*
* Ad Manager calculates two in-target rates, one from the line item start date (or up to 1 year ago), and another only for the current month (for instance, if today were June 13, this rate would be calculated from data from June 1 to June 13). This rate is only used for billing Programmatic Guaranteed campaigns.
If an in-target ratio doesn't exist for desktop and/or mobile, but desktop and/or mobile impressions exist, the CTV in-target ratio is used, with co-viewing factored out.
Support for Programmatic Guaranteed and billing changesOld behavior
Ad Manager previously only offered Nielsen Digital Ad Ratings measurement on reservation video line items.
Nielsen measurement can now be used on Programmatic Guaranteed video line items and can automatically bill advertisers only for the in-demo impressions, as configured in the programmatic proposal. When setting up your campaign, the Nielsen target audience and co-viewing settings are negotiable by the buyer.
At the end of each month, the Ad Manager Programmatic Guaranteed billing workflow bills buyers automatically, based on the total number of impressions delivered multiplied by the in-target ratio computed for the current month.
For these deals, publishers are paid net revenue equal to their share of the revenue every month, after the end of the month, where only impressions that are considered in-target (or in-demo) are billed. Net revenue is calculated as:
(Revenue share % × In-target CPM × Impressions × In-demo %) / 1000
In addition, the following apply to advanced features:
- Makegood deals: Publishers are charged our revenue share, based on the revenue resulting from in-target impressions only, as a fee for makegood deals.
- Multiple Customer Management: Revenue share is based on the revenue resulting from in-target impressions only.
- Tiered revenue share: In cases where the revenue share % is tiered, the tier is based on the revenue resulting from in-target impressions only.
- YouTube cross-sell: These deals cannot target YouTube cross-sell inventory.
As Nielsen charges a fee for use of their digital audience measurement, each month, after the end of the month, publishers are charged a Nielsen fee calculated as:
Nielsen fee rate × Impressions*
* Both in-demo and out-of-demo impressions
The "Nielsen fee rate" is negotiated between a publisher and Google. For publishers already using Nielsen measurement, this rate already exists. The fee is combined with the fee charged for Nielsen measurement enabled reservation video line items. In addition, the following apply to advanced features:
- Multiple Customer Management: The child publisher is charged the Nielsen fee for Manage Account, and the parent publisher for Manage Inventory.
For the new "In-target CPM" cost type, the Total CPM revenue and Total impressions metrics in "Historical" reports do not factor in the "In-demo rate" for either traditional reservation line items or Programmatic Guaranteed line items set to use Nielsen Digital Ad Ratings as the GRP provider. This also means that Programmatic Guaranteed net revenue reporting does not factor in the "In-demo rate".
To estimate revenue with the "In-demo rate" factored in:
- Determine the Total CPM revenue from the "Historical" report for the line item
- Multiply by the lifetime "In-demo rate" for that line item (see the new "In-demo rate" calculation)
As with any revenue in reporting, this is an estimate. The "In-demo rate" used to bill is the monthly rate (and not the lifetime), determined after the end of the month. If the publisher is using a tiered revenue share, the tier used is the first one, since the actual tier isn't determined until the end of the month.
- In-demo rates are not available in reporting from Ad Manager but may soon be available via API reporting
- Reporting metrics for Nielsen-measured line items are similar to those available for Programmatic Guaranteed