The Nielsen Innovation Lab will incorporate assets from across the Nielsen group, along with external resources – from clients, industry groups and academia – in a bid to enhance understanding of the value of advertising activities across media platforms.

Stanford Graduate School of Business has signed on as the first collaborator.

“Understanding the true value of advertising represents something of a holy grail for the industry, as we strive to provide metrics that accurately capture how an ad impacts a consumer’s short- and long-term brand perceptions and purchases,” said Scott McKinley (pictured), executive vice president of advertising effectiveness at Nielsen.