Nielsen Digital Ad Ratings™ reports (Beta)

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Nielsen Digital Ad Ratings allow you to report on audience metrics for campaigns running across all digital screens. Video Solutions for Google Ad Manager allow you to deliver impressions based on Nielsen data, and provides reports to understand the demographics of your inventory and review campaign performance.

Nielsen Digital Ad Ratings only report U.S. data for desktop, mobile web, apps and OTT devices.*

They are available to publishers in the U.S., Canada, and Japan.

* While Digital Ad Ratings supports Roku traffic, certification by Roku is required to populate Roku reporting. Ad Manager does not control this certification. See how to certify.

Track and deliver impressions based on Nielsen data

When you create a video line item, you can select Nielsen Digital Ad Ratings as your provider for GRP tracking. Ad Manager then delivers impressions against the line item targeting and GRP audience you've selected, including age and gender.*

  1. Sign in to Google Ad Manager.
  2. Create a video line item, and select Video VAST inventory.
  3. Select Nielsen Digital Ad Ratings as the GRP provider, and the age and gender settings that should define the audience, as measured by Nielsen.
  4. (Optional) When you enter the impression goal to deliver against, you can choose Impressions in GRP audience to define a specific Nielsen audience.**

** Ad Manager does not use your GRP provider or audience settings to restrict ad serving or to change your targeting or impression goal. It does consider the configuration using a best-effort methodology and automatically adjusts the goal up or down in an attempt to fully deliver enough impressions to meet your goal, as measured by Nielsen.

Ad Manager adjustments are only made once per night, as soon as Nielsen data is updated.

Monitor your campaign to reduce wasted impressions

While Ad Manager makes adjustments to ensure you meet your goal, you should review the ratio of ad server impressions delivered to Nielsen impressions, and adjust your demographic targeting to reduce wasted impressions.

For example, Ad Manager might deliver 1 million impressions, based on your line item targeting, but the number of impressions that qualified in the Nielsen demographics you've chosen, might have only been 900 thousand. In this instance, you should run a report to see where wasted impressions are being delivered, and update your targeting.

Run a Nielsen Digital Ad Ratings report

Once your campaign begins delivering, you can run a report to see campaign reach, based on Nielsen data. You should also include total inventory in your report to see the number of impressions delivered outside of your Nielsen demo, and adjust your line item targeting accordingly.

  1. Sign in to Google Ad Manager.
  2. Click Reports and then New query.
  3. Select Reach as the report type.
  4. Include the Delivery and then Order dimension, and Demographics and then Nielsen Digital Ad Ratings demographics dimensions.
  5. (Optional) Include one or both of the following:
    • Nielsen Digital Ad Ratings segment: audience and frequency metrics
    • Nielsen Digital Ad Ratings restatement date: the date Nielsen calculated the data**
  6. Select your desired metrics and click Run.

Nielsen Digital Ad Ratings metrics

The following metrics are available in Query Tool:

The impressions that have accumulated from the beginning of this row’s cumulative metric date range. If the date dimension is included, this metric is for all impressions that have accumulated from the beginning of this row’s cumulative metric date range up to and including the row’s date.
Population base
Total population of the market defined by the age and gender for this row.
% population share
Population / Total Population (For Demographics)
Unique audience
Number of people that have been reached by ads for this campaign since the beginning of this row’s cumulative metric date range. If the date dimension is included, this metric is for total reach that have accumulated from the beginning of this row’s cumulative metric date range up to and including the row’s date.
% audience share
Cumulative Reach / Total Cumulative Reach (For Demographics)
Audience index
% Reach Share (For Demographics) / % Population Share (For Demographics)
% impression share
Cumulative Impressions / Total Cumulative Impressions (For Demographics)
Impressions index
% Impression Share (For Demographics) / % Population Share (For Demographics)
% audience reach
Cumulative Reach / Population
Average frequency
Cumulative impressions / Cumulative Reach
Gross rating points
Cumulative Impressions / Population * 100
** If Nielsen has to recalculate and replace the data, the restatement date is the date the recalculation took place.
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