Nielsen’s OpenSlate integration adds brand safety measurement for video advertisers

Nielsen, an advertising measurement and analytics company, is integrating OpenSlate’s digital ad technology into its Digital Ad Ratings solution. OpenSlate’s technology is designed to measure content quality and assess “brand suitability” across digital video platforms.

Why we should care

Brand safety issues on programmatic video ad platforms have long been an industry-wide concern, with CMOs from a number of leading brands advocating for more transparency.

In a Trustworthy Accountability Group and the Brand Safety Institute survey published last month, a majority of the consumers surveyed said they would have a negative opinion of brands advertising products near extreme or offensive content.

“It’s encouraging to see Nielsen and OpenSlate join forces to commit to independent, third-party measurement,” Jeni Gardner, Senior Director Media, North America, Unilever, said in a statement. “As part of Unilever’s Responsibility Framework, we are committed to supporting our partners who prioritize Responsible Infrastructure. This collaboration offers the opportunity for holistic and accountable solutions to keep people and brands safe online.”

OpenSlate will first integrate with Nielsen’s Digital Ad Ratings which measures digital audiences across devices similar to Nielsen TV Ratings. Advertisers will get brand safety reporting provided via OpenSlate on top of their audience reporting.

More on the news

• OpenSlate’s technology currently measures and scores more than 600 million ad-supported videos.
• As part of the collaboration between the two companies, Nielsen has acquired a minority stake in OpenSlate, providing equity capital to expand its team and invest in its technology.
• OpenSlate touts a client list that includes “every major advertising holding company,” including Dentsu Aegis Network, IPG and Publicis Groupe.