Dive Brief:
- Advertisers with Google will now have the option to test Nielsen's online ad measurement product when negotiating ad buys.
- For the past two years, Google has refused to allow Nielsen tags on YouTube videos. The practice had turned away some would-be advertisers looking for online campaign ratings (OCR).
- Google's decision to withdraw that stance last week will make the tags available on all Google offerings, including YouTube, by early 2014.
Dive Insight:
This move from Google, following in the footsteps of Facebook and Twitter, will likely be the beginning of an even larger shift of TV ad spend to online outlets. With YouTube now offering the kind of OCR from Nielsen that so many advertisers want, there really is no reason to avoid online video ads. Google stands to rake in a lot of ad dollars by offering advertisers this kind of reporting.
