MMS releases digital ad ratings service

MMS and GfK started a joint project in 2015 to integrate data, with a view to creating an online video ad currency covering all video ads exposed in Sweden. The underlying data integration model is a tailored version of GfK’s audience modelling platform, which brings together streams from four data providers who deliver panel, profile and census-level datasets.

The new digital ad ratings service, presented as the third step towards total video currency, covers video advertisements on broadcasters’ websites and apps viewed across PC, smartphone, tablet and smart TV. Delivered daily to Sweden’s market via MMS’ ad analytics web application, it gives a holistic view of ad campaign impressions, de-duplicated cross-device reach and target group definitions. 

“We already have successful data streams covering all the necessary audience measurement areas, but these come from a number of different sources and companies," said Magnus Anshelm, CEO of MMS (pictured).

"Bringing these together into a single data set is the obvious improvement – but assigning a single supplier to start producing all the various measurement systems from new would not be cost effective. Instead, we have commissioned GfK to create the processes that will accurately fuse our existing data streams as they come in, producing our ultimate aim of a Total Video Currency.“