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Nielsen and OpenSlate Collaborate to Provide Brand Safety Measurement in Singapore

3 minute read | March 2021

Singapore, March 5, 2021 – Nielsen Global Media today announced an exclusive collaboration with OpenSlate in Singapore 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 analysed in conjunction with OpenSlate’s brand safety pre-campaign targeting and post-campaign analysis suite for eligible campaigns. Nielsen Digital Ad Ratings is a industry’s 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. 

Brand safety is a growing concern for marketers as the share of global digital advertising expenditure continues to increase, particularly in the space of programmatic advertising. Partnering with the best-in-class brand safety solution provider, OpenSlate, enables Nielsen to better serve our clients. This collaboration with OpenSlate empowers Nielsen to deliver brand safety insights, alongside Nielsen’s trusted digital measurement services. The expanded capability will strengthen Nielsen’s existing suite of independent, third-party audience measurement solutions that continue to benefit the fast-growing digital ecosystem in Singapore, said Yee Chong Moon, Executive Director of Nielsen Media Singapore.

“Brands now are increasingly prioritising transparency around content suitability their advertising appears in to make confident decisions that assess content quality, safety, suitability and subject matter,” said Poppy Hill, OpenSlate’s Managing Director, APAC. “The new alliance with Nielsen Singapore will expand marketers access within SEA to independently measure content ratings along with Nielsen’s trusted 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



Wendy Gater