Four-screen measurement is being enabled for the first time, with viewer consumption data across traditional TV, connected TV, desktop, and mobile devices available in Nielsen Total Ad Ratings.
It’s thanks to a partnership with a big OTT access platform.
That would be Roku.
This means marketers running ads with Roku can deduplicate campaign reach and frequency across all four screens in the home, Nielsen explains.
Nielsen Four-Screen Ad Deduplication will initially be available in Nielsen Total Ad Ratings and will “underpin audience deduplication” in the forthcoming Nielsen ONE cross-media measurement platform, scheduled for release in December 2022.
This measurement is available on the Roku platform, inclusive of any Roku media running through OneView and video inventory on Roku Ad Framework certified channels, Nielsen says.
OneView, Roku’s ad platform built for TV streaming, is directly integrated with Nielsen’s measurement product.
Roku and Nielsen first partnered with Nielsen Digital Ad Ratings measurement in 2016.
“We believe that all TV ads will be accountable and measurable,” said Asaf Davidov, Head of Ad Measurement and Research at Roku. “Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”
