Comcast, Nielsen to test mobile video ad ratings

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Philadelphia—Cable operator Comcast Corp. and advertising research company Nielsen plan to partner on testing the ratings of video ads viewed on iPads and other mobile devices starting this summer, according to Advertising Age, a BtoB sibling publication. The ultimate goal is to aggregate all online video measurement into a unified metric, taking statistics about mobile ad views and combining them with the on-demand and online video metrics currently measured by Nielsen Co., according to Comcast. Comcast said if the partnership works out, it will be critical to making tablets and mobile phones a viable platform for advertisers.
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