Nielsen Testing a New Web-Ad Metric

Nielsen Co. is working on a service that would offer advertisers and Web publishers a new stream of data to improve audience measurement for online advertising, a move that may bring more ad dollars to the sector.

As with TV ratings, the new service requires the participation of media outlets, in this case Web portals and other sites.
So far, the media-measurement firm has lined up Facebook Inc. as a participant, according to people familiar with the matter. Other websites are expected to join as it moves out of the testing phase.

Nielsen is expected to unveil the new product next week at Advertising Week, and will conduct a test of the service shortly, according to people familiar with the matter.

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