The addition of Nielsen’s Online Campaign Ratings demographic data will be the first time that Moat has integrated third-party advertising audience reporting into its platform at scale.

Nielsen Online Campaign Ratings measures the true audience of a digital ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from digital data providers.

“The market is rapidly shifting toward attention as the KPI for brands and publishers, while maintaining a focus on the importance of audience,” said Jonah Goodhart, CEO, Moat. “This collaboration with Nielsen enables an industry first offering – the ability to deliver audience data with attention signals such as viewability, exposure time metrics, and interactivity.”