VideoHub, a division of Tremor Video, and Nielsen, a global information and measurement company, have announced an alliance giving VideoHub customers access to Nielsen Online Campaign Rating gross rating points (GRPs) via VideoHub for Advertisers. The relationship marks the first time Nielsen has integrated its GRP data with an online video advertising platform.

The collaboration gives advertisers a single metric for their gross reach – the total number of people exposed to an ad – and effective reach – more granular insight into the quality of the ad exposure and actual performance across all screens.

With Nielsen’s online GRPs, advertisers using VideoHub can now see what demographic audiences their campaigns reach online. Then, via the VideoHub advertising platform, they can understand how those audiences responded to their campaigns and identify the key signals driving performance metrics like engagement and brand lift.

“Debate over whether the GRP is good or bad for the digital space has gone on for years, but those days are coming to an end,” said Kelly McEttrick, Director of Platform Strategy for VideoHub. “Advertisers can now look at their demographic reach, and then evaluate how their campaign performed within each audience segment. A single view into gross reach and effective reach is the kind of insight advertisers have only dreamed of until today.”

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