Nielsen launches publisher analytics service

DAR Publisher Insights features Nielsen’s new Digital Reach Benchmark, which ranks publishers’ ability to deliver campaigns compared with broader industry campaign norms and their competitors.

Its analytics dashboard means publishers can access metrics relevant to brand managers including reach efficiency – the rate a platform translates incremental impressions to individual targets – as well as incremental reach – the platform’s incremental value in cross-platform campaigns.

Audience attributes, beyond age and gender, such as household income, ethnicity, education and occupation can also be identified.

With DAR Publisher Insights, publishers can also conduct return on ad spend research retroactively, using Nielsen Catalina Solutions and Nielsen Buyer Insights data.

Andrew Feigenson, Nielsen managing director of digital, said: “It is time for the industry to evaluate campaign success using audience metrics that go beyond on-target percentage, and that are truly comparable and consistent between media types. The DAR Publisher Insights provides customised analysis, based on the industry’s leading measurement,that is actionable and in-depth.”