Nielsen Expands YouTube Measurement | TV Tech

NEW YORK—Nielsen is increasing its cross-platform measurement of YouTube throughout pc, cellular and related TV gadgets in order that media patrons can extra precisely examine audiences to linear TV. The launch of Nielsen Four-Screen Ad Deduplication can be a foundational step in direction of deduplicating audiences throughout gadgets, companies and platforms in Nielsen ONE, the corporate’s forthcoming cross-media measurement platform designed to ship comparable metrics throughout screens and varied levels of the media lifecycle, the corporate mentioned. The Nielsen Four-Screen Ad Deduplication provides CTV to present pc, cellular and linear TV deduplication to its Total Ad Ratings product to assist media patrons extra precisely measure the fourth display by delineating linear tv and CTV stock. This is noteworthy, Nielsen mentioned, as a result of YouTube accounts for over 50% of ad-supported streaming watch time on related TVs amongst individuals aged 18+ within the U.S., in accordance with Nielsen Streaming Platform Ratings. “Four-screen measurement is a important step towards Nielsen ONE, because it gives the comparability needed to supply a trusted, deduplicated quantity throughout platforms that allows shoppers to higher perceive attain, handle frequency and confirm the audiences of their media buys,” mentioned Kim Gilberti, senior vp, product administration, Nielsen. “As shopper engagement throughout platforms continues to converge, digital measurement should present steady and comparable metrics throughout all channels.” “In a converged world, prospects want a whole image of their advert spend throughout all screens,” added Debbie Weinstein, vp, international advertiser options, Google & YouTube. “Nielsen enabling advertisers to match YouTube’s attain throughout cellular, desktop and now CTV to TV is an amazing step in direction of their imaginative and prescient for Nielsen One, and we stay up for their continued efforts to convey cross media measurement to the business.”

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