Nielsen teams up with M6 for Open Web digital measurement

Audience measurement and data giant Nielsen is partnering with RTL-owned French broadcaster Groupe M6 to power Open Web digital measurement in France. 

The cooperation sees Groupe M6 become the first European publisher to help fuel Nielsen’s demographic data in its Identity System for French digital campaigns, helping to provide a more precise measurement of performance for the benefit of the Open Web, according to Nielsen. In France, these campaigns are marketed by Médiamétrie.

The integration of this first party data, from the AVOD platform 6play, will increase the coverage in Nielsen’s digital ad measurement for the Open Web, connecting digital impressions to demographics across devices. Nielsen says that this will provide more scope and accuracy meaning that more advertisers and publishers can use Nielsen Digital Ad Ratings with confidence, knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed.

“Bringing on board our first European publisher to integrate data into our Identity System in France further strengthens the ability to maintain independent measurement across platforms. Groupe M6 has really understood the importance of cooperation when it comes to measuring digital audiences to help us raise the overall accuracy level of measuring digital campaigns. In the digital space, we are in an uncertain time from a technology perspective, so the addition of more local publishers and broadcasters as data providers across Europe will only contribute to increased measurement accuracy for the industry and a broader vision of the future.” said Cecilie Westh, EMEA leader, JIC measurement and strategic partnerships, Nielsen.

David Larramendy, director-general of M6 Publicité said: “Our contribution to the Nielsen’s Identity graph attests to the power and quality of our data. Our ambition is to improve the precision of the results of all Open Web players, and to prove the quality of the targeting of the inventories.”