While industry academics and conference panelists continue to debate the relative merits of GRPs as a currency for online video, major media agencies have quietly embraced the metric. This is most clearly demonstrated by the number of campaigns we’ve seen in recent months, mandating the inclusion of Nielsen’s Online Campaign Ratings service. This adoption shouldn’t really surprise anyone — why wouldn’t an advertiser want to apply a trusted, uniform metric against all video sources? But the impact of TV’s buying currency, as the spark that lit the fuse for the “TV-ization” of online video, has still been eye-opening.

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