Nielsen has begun alpha testing of its TV measuring system, which includes both streaming and linear tv. Nielsen ONE will track the reach, scale, and frequency of ad campaigns throughout platforms using deduplicated audiences. It claims to be the first firm to do this.
Nielsen’s ID resolution technology, which was deployed last year, serves as the backbone for deduplication in Nielsen ONE Alpha. The solution’s complete implementation, named Nielsen ONE, was revealed last year and is set to begin in December of this year.
Nielsen ONE Alpha is serving as version one of Nielsen ONE, rather than testing out new features and capabilities one by one.
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Karthik Rao, chief operating officer at Nielsen said-
“This is not a test. This is not a pilot. This is the real thing. And we’re going to unveil what this will look like with clients that are part of the program.”
The first version of Nielsen ONE will be available to ten collaborating partners, including Disney and ad agency MAGNA, who cover the buy-and-sell spectrum of industry participants.
“This is just the first version. We will continue to build major enhancements and feature upgrades for the sell side, the agency side and the demand side”.
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Nielsen is launching the complete version with a few select partners in order to collect meaningful feedback from consumers early in the process. Over the following year, feedback and participation will shape subsequent editions of the program in 2022, leading up to Nielsen ONE’s ultimate industry-wide release in Q4 of next year.
In the next months, future versions of Nielsen ONE will focus on more precise content value and outcome measures, such as ROI. Nielsen plans to use audience identification technology to improve its linear TV ratings as well.
Nielsen is optimistic that it will fulfil its ultimate product delivery date of December 2022.
- Neha Shah
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