Nielsen has expanded its partnership with media valuation platform Integral Ad Science around its Nielsen Online Campaign Ratings product.

The expanded partnership means Integral Ad Science will now be powering Nielsen Online Campaign Ratings globally. Since 2012, it has worked with the company in the US on the offering.

Nielsen Online Campaign Ratings launched in Canada last fall, using metrics like reach frequency and GRP for online ads to create a measurement system that is comparable to that used for TV audiences.

“This week’s MRC announcement underscores the possibilities of using viewability as a meaningful metric for understanding the ROI of a campaign,” says Andrea Beach, VP of media for Nielsen Canada. “Our partnership with Integral allows Nielsen Online Campaign Ratings to provide overnight viewability metrics as well as the rich demographic and GRP information that already exists with the Nielsen Online Campaign Ratings toolkit.”

According to a release from the measurement company, Nielsen Online Campaign Ratings will begin measuring mobile in-app campaigns later this year. Beach says the team in Canada is working hard to get that launch off the ground here as well, adding it is something they are “incredibly bullish about.”