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Nielsen and OpenSlate Collaborate to Provide Brand Safety Measurement in Japan

3 minute read | February 2021

Tokyo, Feb. 10, 2021 – Nielsen Digital Co., Ltd. (Minato-ku, Tokyo) today announced an exclusive collaboration with OpenSlate in Japan to offer brand safety measurement for advertisers in Japan alongside Nielsen Digital Ad Ratings reach measurement for digital campaigns. OpenSlate is a leading independent provider of brand safety and suitability content measurement across global digital platforms.

This collaboration will enable reporting from Nielsen Digital Ad Ratings reach measurement to be analyzed in conjunction with OpenSlate’s brand safety pre-campaign targeting and post-campaign analysis suite for eligible campaigns. Nielsen Digital Ad Ratings is an industry-leading currency measurement solution, providing comprehensive, next-day views of digital audiences across computer, mobile and connected devices in a way that is comparable to Nielsen TV ratings.

OpenSlate’s powerful platform makes billions of data points actionable through ratings, targeting and campaign intelligence tools. The company’s innovative data science and independent ratings help marketers assess content quality, suitability, and subject matter – and, ultimately, make better decisions about where their advertising runs.

OpenSlate measurement will include: 

  • Powerful brand safety solutions: Pre-campaign targeting and post-campaign analysis give brands the transparency and control to align with appropriate environments for their message, at scale.
  • SlateScore: More than seven years of iterative data science powers SlateScore, which rates the quality of content based on criteria including the predictability of a publisher, minimum safety thresholds and measures of engagement. SlateScore is a solution for quality at scale.

“The need for brand safety in the digital advertising market is growing exponentially. Nielsen’s collaboration with OpenSlate to enable brand safety reporting to be analyzed alongside Nielsen Digital Ad Ratings, which is the standard for measuring the reach of digital advertisement in Japan, would empower advertisers to identify and align with the best environments for their message, at scale,” said Jun Miyamoto, President, Nielsen Digital. “Our collaboration with OpenSlate will allow us to deliver brand safety insights on top of the trusted digital audience measurement that Nielsen brings to the market. We are confident that the combination of OpenSlate’s expertise with Nielsen’s comprehensive suite of independent, third-party audience measurement would contribute to evolution of the digital ecosystem in Japanese market.”

“OpenSlate’s commitment to independent measurement that furthers a healthy, high-quality content ecosystem has never been stronger,” said Poppy Hill, OpenSlate’s Managing Director, APAC. “The new alliance with Japan and other markets in Asia will further help the industry to leverage our long track record in measuring content suitability in partnership with Nielsen, the leader in audience measurement.”

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. NielsenIQ (formerly known as Nielsen Global Connect) provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in nearly 100 countries, covering more than 90% of the world’s population. For more information, visit

About OpenSlate OpenSlate is a global, content-focused measurement and analytics company. The company’s technology and independent ratings system provides insight into the nature and quality of content on the world’s largest digital video platforms. OpenSlate is the only company that can comprehensively measure brand safety, suitability and context for advertisers, and identify the most effective content for their campaigns. OpenSlate is used by every major advertising holding company, as well as the world’s largest advertisers. Learn more at



Soichiro Nishimura