Venerable audience measurement firm Nielsen today announced the upcoming release of Nielsen ONE Ads, the first module of its cross-screen measurement platform. The new product, which will be available on January 11, promises deduplicated measurement across linear TV, CTV, mobile devices and desktop.
Kim Gilberti, SVP, product management at Nielsen, said there was a huge need for cross-channel, comparable audience measurement.
“It’s imperative to really understand who you’re reaching, how often you’re reaching them and on what platforms,” Gilberti said in a Zoom call with reporters. “Whether you’re a publisher, whether you’re an advertiser, whether you’re a brand, you really need to be able to understand your audience across all these different sources in a way that’s truly comparable.”
Why we care. Nielsen’s cross-screen measurement platform is critical if the company hopes to regain any of the relevance it had during the broadcast TV era. Software development nearly always takes longer than promised, so it’s foolish to read too much into delays around the launch of the modules for the platform. However, Nielsen is now facing competition from other audience measurement providers for the first time. Any delay gives those companies more time to establish themselves and sign key industry clients.
Dig deeper: Roku’s OneView launches Nielsen’s Digital Ad Ratings for streaming advertisers
What it does. Nielsen ONE Ads lets advertisers track deduped audience reach and frequency counts, including a percentage of target audience reach, across screens by campaign based on Nielsen’s panel data and its ID resolution system.
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