The topic of viewability has never been more important than it is today. In an increasingly digital era when advertisers are clamoring for assurance that people—not bots—are seeing their messages, publishers are looking for accuracy and confidence.

And that’s where Nielsen comes in, particularly as we are excited to announce that we’ve expanded our relationship with Integral Ad Science to offer viewability measurement by demographic within Nielsen’s industry standard digital advertising measurement solution, Nielsen Digital Ad Ratings. With this collaboration, viewability by age and gender segments will now be available for all computer display impressions in Nielsen Digital Ad Ratings markets: U.S., Brazil, Canada, France, Germany, U.K., Italy and Australia.

So why is this news so exciting?

“Viewability is key, but it’s only one piece of what makes campaigns effective and able to exceed goals,” said David Hahn, SVP Product Management of Integral Ad Science. “This relationship is a pivotal moment for our clients, as availability of viewable impressions by age and gender allows them to better analyze, optimize and evaluate campaign performance. By providing a demographic look at viewable unique audience, GRPs and on-target rates by site and placement, users will now have better insights to validate campaign performance goals and inform future planning.”

“It’s extremely important to our clients to know whether their ads are viewable and that they’re being viewed by the audience they were intended for,” added Megan Clarken, EVP, Global Watch Product Leadership, Nielsen. “This is why we collaborate with a leading provider like Integral Ad Science to offer viewability as part of our Digital Ad Ratings service. The ability to offer clients the most complete measure of their advertising reach is another example of our commitment to bringing comprehensive third-party independent measurement to the marketplace.”