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Measurement company Nielsen has launched four-screen ad deduplication, adding connected TV to its existing computer, mobile and linear TV deduplication measurement of YouTube.
Top line
The new methodology will allow buyers to compare YouTube reach on linear TV, computer, mobile and connected TV devices, which the company said will allow buyers to more easily compare YouTube reach inclusive of CTV to linear ad buys.
Between the lines
The announcement adds CTV to its existing deduplication as part of its Total Ad Ratings product, making CTV the fourth screen in tha toffering.
“In a converged world, customers need a complete picture of their ad spend across all screens,” said Debbie Weinstein, vp, global advertiser solutions, Google and YouTube, in a statement. “Nielsen enabling advertisers to compare YouTube’s reach across mobile, desktop and now CTV to TV is a tremendous step towards their vision for Nielsen One, and we look forward to their continued efforts to bring cross media measurement to the industry.”
According to Nielsen, YouTube accounts for over 50% of ad-supported streaming watch time on connected TVs among people aged over 18 in the U.S.
“Four-screen measurement is a critical step toward Nielsen One, as it provides the comparability necessary to produce a trusted, deduplicated number across platforms that enables clients to better understand reach, manage frequency and verify the audiences of their media buys,” said Kim Gilberti, svp, product management, Nielsen, in a statement. “As consumer engagement across platforms continues to converge, digital measurement must provide continuous and comparable metrics across all channels.”
Bottom line
The announcement comes as Nielsen marches towards the launch of Nielsen One, its cross-platform tool that will enable publishers and marketers to transact on a single metric across linear and digital platforms.
While the company isn’t fully launching the product until December, last month Nielsen further rolled out Nielsen One Alpha, adding end-to-end audience campaign measurement that includes advanced audience and outcomes measurement to support ad campaigns.
