Twitter has been tapping Nielsen Digital Ad Ratings in the U.S. since May 2016, and the 23 new markets are: Nielsen Digital Ad Ratings use metrics comparable to those used to measure television advertising and provide advertisers, media agencies and publishers with audience verification and data on age and gender demographics, unique audience, reach, frequency and gross ratings points. Twitter vice president of market insight and analytics Jeffrey Graham said in a release announcing the new markets: As smartphone usage continues to grow and mobile is accounting for more of digital ad spend, it’s more important than ever that advertisers understand how effectively their marketing efforts are reaching their audience on Twitter. We’re excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals. Image courtesy of hocus-focus/iStock.
Twitter has partnered with Nielsen Ad Ratings to measure campaigns in 24 countries, including Australia, Brazil, Hong Kong, the US and the UK. The company said it had been working on a new way of measuring online activity for more than two years but was now ready to share its findings.