Venerable assemblage measurement steadfast Nielsen contiguous announced the upcoming merchandise of Nielsen ONE Ads, the archetypal module of its cross-screen measurement platform. The caller product, which volition beryllium disposable connected January 11, promises deduplicated measurement crossed linear TV, CTV, mobile devices and desktop.

Kim Gilberti, SVP, merchandise absorption astatine Nielsen, said determination was a immense request for cross-channel, comparable assemblage measurement. 

“It’s imperative to truly recognize who you’re reaching, however often you’re reaching them and connected what platforms,” Gilberti said successful a Zoom telephone with reporters. “Whether you’re a publisher, whether you’re an advertiser, whether you’re a brand, you truly request to beryllium capable to recognize your assemblage crossed each these antithetic sources successful a mode that’s genuinely comparable.”

Why we care. Nielsen’s cross-screen measurement level is captious if the institution hopes to regain immoderate of the relevance it had during the broadcast TV era. Software improvement astir ever takes longer than promised, truthful it’s foolish to work excessively overmuch into delays astir the motorboat of the modules for the platform. However, Nielsen is present facing contention from different assemblage measurement providers for the archetypal time. Any hold gives those companies much clip to found themselves and motion cardinal manufacture clients.

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What it does. Nielsen ONE Ads lets advertisers way deduped assemblage scope and frequence counts, including a percent of people assemblage reach, crossed screens by run based connected Nielsen’s sheet information and its ID solution system. 

Last twelvemonth Nielsen introduced the Nielsen ONE Content module, aimed astatine providing an aggregate presumption of run show crossed devices. That module is inactive successful alpha, but the institution says it is expected to beryllium disposable aboriginal this year. 

She said that erstwhile Nielsen ONE — the company’s cross-screen measurement level — is afloat operational, it should “allow advertisers and publishers to program and to transact connected a azygous acceptable of metrics crossed linear and digital. And those metrics are reliable, autarkic and standardized crossed the manufacture and crossed each of those antithetic platforms.” 

The level was primitively announced successful December 2020. At the clip it was expected to harvester “big data” from set-top boxes and astute TVs with panels of Nielsen households. Last summer, Nielsen said the strategy wasn’t acceptable for commercialized use. The institution besides postponed an audit of the strategy by the Media Rating Council. 

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The MRC suspended accreditation of Nielsen’s linear TV ratings successful 2021. That accreditation has yet to beryllium restored. Last twelvemonth the institution was purchased by private-equity investors for $16 cardinal and mislaid a fig of elder executives.