Paramount and Omnicom Media Group are partnering to test buy-side systems’ ability to implement Nielsen alternative currencies into legacy workflows, the companies announced today.
While advertisers have previously been able to strike deals for ad inventory on non-Nielsen currencies, agencies’ ability to integrate the likes of VideoAmp, iSpot.tv and Comscore into software such as Mediaocean, where agencies bill and report results to marketers, has been limited. As more systems are vetted for handling multiple currencies, advertisers will have an easier time using these new entrants as currency alongside Nielsen and at the same scale.
To that end, Paramount and OMG are testing a campaign guaranteed solely on VideoAmp data in Mediaocean.