The company is winding down a pilot test, running since May, with nine major clients: ABC, CBS, NBC, Fox, CW, A&E, Discovery, Univision and AOL.
DPR’s public debut next year will be a big test of Nielsen's relationship with publishers, who have worried that Nielsen’s measurements undervalue niche audiences. On the flip side, advertisers have complained that Nielsen’s products — like its Online Campaign Ratings (OCR) — lack predictive power.
DPR is the latest Nielsen effort to soften these complaints. Previous attempts involved connecting OCR to media and data partners like Facebook and Experian Marketing Services, and introducing Twitter TV Ratings to round out its suite of social tools by ranking broadcast and cable shows based on tweet volume.
AdExchanger spoke with Eric Solomon, Nielsen's SVP of gobal digital audience measurement, who was recently charged with overseeing OCR and will oversee the release of DPR.