YouTube No Longer Blocked for Nielsen's OCR

Google is working with a number of its advertising clients on the use of Nielsen's Online Campaign Ratings (OCR) in the assessment of YouTube campaigns. The search giant, which already partners with comScore's vCE, said it was offering clients 'objective, credentialed, third-party measurement options'.

The OCR process is currently in a test phase, and Google says it still intends to bring in its own product for measuring online video audiences. comScore says it has been working with Google for some time and claims that three times as many ad campaigns employ vCE (Validated Campaign Essentials) as use OCR. comScore co-founder and Executive Chairman Gian Fulgoni, quoted on www.mediapost.com , said the OCR tags move was nothing more than a 'test', possibly giving Nielsen a 'toehold' in the online video measurement space. Nevertheless, analysts say the move is good news for Nielsen.

A Google spokesperson told www.adweek.com , 'We know our clients want meaningful measurement, which is why we're investing in brand-friendly metrics. While we continue to build measurement options powered by Google, we're also partnering with industry leaders, such as Nielsen and comScore, to offer objective, credentialed, third-party measurement options. Nielsen's OCR recently joined VCE as a certified measurement provider, and we're working with both on roll-out plans after we do early testing.'

Web sites: www.comscore.com and www.nielsen.com .