InMobi, the mobile ad and discovery platform, just announced that it had integrated Nielsen Digital Ad Ratings (DAR), which is an industry standard for digital advertising measurement. This should allow advertisers to measure the demographics of audiences reached by InMobi through an independent source.
Inmobi personalised mobile ads
In addition, InMobi hopes to signal that it’s creating a more secure and trustworthy environment for media buys through its ad network and Exchange programmatic channel.
Available on the ad network and private marketplace buys on the InMobi Exchange, the Nielsen DAR addition lets advertisers run tags through DAR to verify the mobile age and gender of a targeted audience.
Jeff Coon, VP of Global Alliances at InMobi, explains that audience quality is among the top concerns for mobile advertisers. He adds:
“We are committed to providing advertisers with the necessary measurement tools to build confidence in the quality of our audiences. The integration with Nielsen DAR will allow us to deliver our promise of quality, at scale, to advertisers in a measurable manner.”
InMobi also announced certification by Nielsen for its mobile in-app DAR across various global markets including USA, UK, France, Germany, Australia, India, Singapore, Indonesia, Philippines, Thailand, Malaysia, and Japan.
Nielsen DAR offers a comprehensive, next day view of an ad online and mobile audiences in a way comparable with Nielsen TV ratings.
Andrew Feigenson, Managing Director of Digital at Nielsen, says:
“We’re excited to work with InMobi to leverage Nielsen DAR across their global network. Nielsen is committed to providing advertisers the insights they need to understand and connect with audiences across devices.”