Programmatic mobile video advertising company TabMo, has become the first mobile demand side platform (DSP) to be certified by Nielsen Digital Ad Ratings (DAR).
The Nielsen certification will enable TabMo to verify reach to its growing base of UK advertisers. It also provides the opportunity for advertisers to track their reach across different demographics so they can see how accurate a campaign has been in reaching their core target audience.
Chris Childs, UK managing director at TabMo explains: “Advertisers are increasingly looking for more transparency in mobile advertising so the ability to track in-target audience reach is an important step in proving the effectiveness of mobile as an advertising channel. The Nielsen Digital Ad Ratings certification reinforces the work undertaken by our research and development team to consistently ensure that our platform enables advertisers to see significant returns on their mobile investment.”
Médiamétrie NetRatings operates Nielsen DAR in France, where TabMo is headquartered. DAR is the first digital tool designed for measuring and optimising online advertising campaigns audience on a daily basis and uses target coverage indicators, exposure frequency and profile.
“Our recent survey showed that 40% of a multi-screen digital plan is exclusively generated by mobile screens. DAR has become an industry standard for verifying digital advertising campaign performances, so it was essential that we expanded our measurement to include this channel,” explains Bertrand Krug, deputy director at Médiamétrie//NetRatings.
