Criteo, the global technology company that powers marketers with trusted and impactful advertising, has announced the planned implementation of Nielsen's Digital Ad Ratings (DAR), the industry standard for digital ad measurement, and Digital Brand Effect, which helps advertisers to better measure and to optimise brand lift metrics, with Criteo solutions.
Combining the power of Criteo's Shopper Graph and AI Engine with audience demographic measurement from Nielsen will enable advertisers to validate consumers based on specific parameters, such as age or gender. Nielsen's Digital Ad Ratings provides a comprehensive, de-duplicated next-day view of an ad's audience across desktop, mobile and connected devices in a way that is comparable to Nielsen TV Ratings. As Criteo continues its evolution into a full-funnel advertising platform and aligns its technology to a broader array of marketing objectives and insights, including connected TV, DAR measurement will help provide more transparency, flexibility and performance for brand advertisers.
Criteo has built its reputation on its unparalleled direct response advertising engine. As clients are looking for more transparency and outcomes measurement, measurement capabilities like Nielsen's Digital Brand Effect enables Criteo clients to now understand the additional brand uplift benefits they receive from their performance-oriented campaigns.
"We're thrilled to be working with a global leader like Nielsen as we diversify our marketing solutions," said Megan Clarken, Chief Executive Officer at Criteo. "Having worked at Nielsen prior to joining Criteo, I know the tremendous value they bring as a trusted partner to the ecosystem. This relationship is another step in our full-funnel evolution, adding further value to the $900B of intent and purchase insights contained in our shopper graph with independent measurement from Nielsen Digital Ad Ratings and Digital Brand Effect insights."
Peter Bradbury, Chief Commercial Officer at Nielsen, added, "We're committed to improving digital advertising accountability by providing marketers with the insights they need to find the consumers that matter most for their brand. We're excited to work with Criteo and look forward to seeing how brands and retailers across their network can leverage our audience metrics."
Megan Clarken joined Criteo as CEO by the end of 2019.Â Before that she spent 15 years in various positions at Nielsen and was recently Chief Commercial Officer of Nielsen Global Media. Born in New Zealand, Megan brought to Criteo extensive global leadership experience and very strong industry expertise. The companyâ€™s founder JB Rudelle remained as the Chairman of the Board of Directors. By splitting the roles of CEO and Chairman, Criteo is adding leadership capacity, creating the right conditions to accelerate its transformation into a leading technology platform.