The alternative currency bucket could use a rebrand. That referential and somewhat deferential phraseology – a reference to Nielsen – drives Peter Liguori, VideoAmp’s executive chairman, a little nuts. It stems, he argues, from the “absurd notion” that the TV industry “has almost 100% of its eggs in one basket.”
Ad buyers agree that Nielsen’s decision to pivot from panel-only ratings is a step in the right direction for TV ad measurement. But some also suggest it may be too late for Nielsen to recover the ground it ceded to competitors.
Nielsen told ad buyers that it plans to drop panel-only ratings later this year. The decision signals an inflection point in media measurement that publishers and buyers have both been waiting for.
Nielsen earns MRC accreditation for its Big Data + Panel measurement solution, which includes its legacy panels and bigger data sets.
