Roku And Nielsen Expands Partnership To Enable Four Screen Measurement
Nielsen and Roku build upon their longstanding relationship and enable four-screen measurement across traditional TV, connected TV, desktop, and mobile.
This means that marketers who run ads across Roku’s platforms can deduplicate campaign reach and frequency across the four screens as part of Nielsen’s Total Ad Ratings product. It will soon support audience deduplication on its forthcoming cross-media measurement platform ‘Nielsen One’ which will enable publishers and marketers to transact on a single metric across linear and digital platforms.
The Four Screen measurement
Nielsen’s latest edition of “The Gauge” reveals streaming surpassed cable for the first time in July, capturing its largest share of TV viewing to date. Consumers spend more time streaming, marketers are diversifying their media investments and continue to shift more dollars to TV streaming than ever before. The Roku platform offers four-screen measurements, including TV advertising through Roku’s OneView media selling platform, as well as video inventory through Roku’s Ad Framework.
A key piece of Nielsen’s data set is Total Ad Ratings since it forms the basis for Nielsen’s plans for Nielsen ONE, its cross-video supply product which will be released this year.
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The long-existing relation
Roku and Nielsen began with Nielsen Digital Ad rating measurement in 2016. Since then, more than 200 advertisers have measured their TV streaming campaigns on Roku. Roku acquired Nielsen’s advanced video advertising (AVA) business last year, including its dynamic ad insertion technology and automatic content recognition.
This expansion of measurement capabilities on the Roku platform is an important step toward delivering a consistent and comparable cross-media solution with Nielsen ONE.
Kim Gilberti, SVP, of Product Management, at Nielsen said that marketers are increasing their investments in CTV but look forward to consistent measurement across screens.
“Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE.”
Asaf Davidov, Head of Ad Measurement and Research, Roku said,
“We believe that all TV ads will be accountable and measurable. 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.”
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