Trade Desk integrates Nielsen online ratings
Michelle Clancy
| 10 June 2014
The Trade Desk, a demand-side platform in advertising's $5 billion real-time bidding industry, has enhanced its video advertising product through the integration of Nielsen Online Campaign Ratings system, which tracks and reports on daily unique reach, frequency and gross rating points (GRPs) for online video and display campaigns.

"As the line between TV and online video continues to blur, we're helping the best measurement in digital video and the best in TV come together," said Jeff Green, CEO of The Trade Desk. "Nielsen Online Campaign Ratings is an important piece."

In an eMarketer study, marketers cited TV as the most effective form of advertising and digital the second. With the granularity of measurement in digital, particularly with Nielsen Online Campaign Ratings, Green predicts that TV will take on more and more digital characteristics as capabilities converge.

"While digital video grows at an unprecedented rate, the Trade Desk is winning major market share. For the second year in a row, we've grown by more than a thousand percent in digital video," Green added. "The sophistication of tools in digital marketing are influencing the way television advertising is bought and sold, and we are proud to be at the forefront of that shift."

The Nielsen Online Campaign Ratings integration can be applied to all campaigns running on the Trade Desk, including video and display formats.