Conversely, all programmatic platforms that use Nielsen DAR can also implement a single measurement tag instead of working through complex integrations for each viewability provider, Wong said.
“This is a way for Nielsen to…remove a bit of that pain of using multiple layers of vendors,” he added.
Nielsen has more to do on the viewability front. In order for a viewable impression standard to take hold, viewability and audience measurement still need to come together.
The company's pursuit of this goal involves partnerships with major digital media players as well as vendors. To that end, Nielsen has lately struck deals with Snapchat for digital audience measurement and Facebook for ad viewability verification.
“I’d say our objective is to provide viewable GRPs – human, fraud-free and demographic measurements across the entire marketplace,” Wong said. “The way that we do that may vary from publisher to publisher, but with Facebook, that is a case where we are working to offer that human, viewable, fraud-free demographic GRP through more of a direct integration.”