Via a partnership with the Measurement Society, Nielsen describes its market results as “an interoperable ecosystem for the measure of partners which will bring together a diverse set of key brands, sales, attention and conversion metrics within the Nielsen platform for the first time”, according to information provided by the firm.

It is intended to allow advertisers “to have a more complete view of the results of an ad alongside the range and frequency data”, the latter has long been the bread and butter of Nielsen. While Nichole Henderson, the director general of Nielsen of global campaign analysis, put it, the market results represent the capacity “to measure what really matters: real commercial results”.

In other words, the application of the notation of Reveryes announcements to the production of Nielsen aims to predict the results of brand sales, as well as the profitability of the media on social and video platforms. Reades’ ideas are derived from a base of 200 million accessible respondents and 17 million humans who look at advertisements in 85 countries.

The effort, according to Nielsen, has already registered the Captiv8 influence company, which Publicis has just moved to acquire last week, since the ideas that this effort launches can help determine the effectiveness of influencers and creators.

“Nielsen’s attention measures increase the influence marketing bar,” Krishna Subramanian, CEO of Captiv8, said in a press release. “We have always pushed to a deeper and more significant measurement and now we can go beyond the metrics at the surface level to show a real impact of the countryside. It is a major step for brands that invest in creators. ”

Ironically, the partnership offers more knowledge of the effectiveness of creation – and not historically the strong costume of Nielsen. Like Max Kalehoff, Director of Reveryes growth, considers it, this decision represents “recognition behind the importance of advertising creation in the conduct of commercial results. Almost every measurement company and authority has proven for years that advertising creation is the largest engine of the campaign results, campaign sales.

While attention is preparing to determine the impact of advertising, all companies will probably find a way to benefit.

“It is exciting to see Nielsen adopt a more open position for data partnerships and we are happy to see our friends in Reveryes opening a path with their best technology for the attention of creative attention,” said Marc Guldimann, CEO and founder of the Adelaide metric company. “Open ecosystems like Nielsen One will benefit brands, agencies and publishers.”

Reveryes and Nielsen began to work together last December, when Nielsen added the capacities and creative analysis of Realeyes following the campaign analysis of Nielsen. This announcement, Kalehoff explained, is essentially the first gain – the result of months of product development and data between the two companies.

In other words, stay listening – it seems that there is more news related to the results to get out of Nielsen and companies of attention.