Unilever has struck a deal with Nielsen’s Online Campaign Ratings to gauge its online ad audience in America.
Over the next 12 months, Nielsen will examine the media planning, buying and results for campaigns by Unilever’s brands.
Jennifer Gardner, director of media investment and partnerships at Unilever, said: “In our business, we look for the best marketing return on investment—and the best tools to gauge that. The Nielsen Online Campaign Ratings platform is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands.
“We are excited to be at the forefront of the industry, taking full advantage of this new standard to help us more exactly understand and interact with our audiences online.”
Nielsen’s service is expected to expand into the UK this year.