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US-based digital media buying platform MediaMath has launched a new app, giving marketers access to Nielsen’s Online Campaign Ratings (OCR) data.

OCR, which was MRC accredited in 2011, provides overnight audience reach, frequency, and Gross Rating Points (GRPs) for Internet display and video advertising. The system uses a patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers.

The new ‘T1’ app will allow users to check the efficacy and reach of their campaigns across online and mobile audiences, and align campaigns across screens. Specifically, they will have access to daily reach, frequency and TV metrics, and be able to identify and measure the audience exposed to any online campaigns with demographic and geographic data.

Greg Williams, co-founder and SVP OPEN Partnerships of MediaMath comments: ‘By aligning with Nielsen to enable access to Nielsen Online Campaign Ratings data through the MediaMath T1 app, we’re not only simplifying campaign measurement, but ensuring greater consistency in how marketers measure, evaluate, and optimize marketing performance.’