Research firm Nielsen has expanded its relationship with Integral Ad Science to offer viewability measurement by demographic within Nielsen’s digital advertising measurement solution, Nielsen Digital Ad Ratings. Viewability by age and gender segments is now available for all computer display impressions in Digital Ad Ratings markets including the UK, US, Brazil, Canada, France, Germany, Italy and Australia.

The companies said the availability of viewable impressions by age and gender will allow clients to better analyze, optimize and evaluate campaign performance. By providing a demographic look at viewable unique audience, GRPs and on-target rates by site and placement, users will have better insights to validate campaign performance goals and inform future planning.

“It’s extremely important to our clients to know whether their ads are viewable and that they’re being viewed by the audience they were intended for,” said Megan Clarken, EVP, global watch product leadership at Nielsen. “The ability to offer clients the most complete measure of their advertising reach is another example of our commitment to bringing comprehensive third party independent measurement to the marketplace.”

Nielsen Digital Ad Ratings is currently the only digital campaign measurement solution to be accredited by the Media Rating Council (MRC) in the US for demographic-based audience measurement of display advertising in desktop browsers for a unique user.

Integral Ad Science’s MRC-accredited viewability methodology includes display ad viewability and brand safety, as well as the company’s Video Ad Viewable impression measurement and related video ad viewability metrics. The integration of Integral’s viewability solution into Nielsen Digital Ad Ratings, however, is not MRC-accredited.