{"id":27709,"date":"2023-01-04T21:38:02","date_gmt":"2023-01-04T21:38:02","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/04\/nielsen-announces-first-module-for-cross-screen-audience-measurement-platform\/"},"modified":"2023-01-04T21:38:02","modified_gmt":"2023-01-04T21:38:02","slug":"nielsen-announces-first-module-for-cross-screen-audience-measurement-platform","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/04\/nielsen-announces-first-module-for-cross-screen-audience-measurement-platform\/","title":{"rendered":"Nielsen announces first module for cross-screen audience measurement platform"},"content":{"rendered":"

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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.<\/p>\n

Kim Gilberti, SVP, product management at Nielsen, said there was a huge need for\u00a0cross-channel, comparable audience measurement.\u00a0<\/p>\n

\u201cIt\u2019s imperative to really understand who you\u2019re reaching, how often you\u2019re reaching them and on what platforms,\u201d Gilberti said in a Zoom call with reporters. \u201cWhether you\u2019re a publisher, whether you\u2019re an advertiser, whether you\u2019re a brand, you really need to be able to understand your audience across all these different sources in a way that\u2019s truly comparable.\u201d<\/p>\n

Why we care.<\/strong> Nielsen\u2019s 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\u2019s 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.<\/p>\n

Dig deeper: <\/em><\/strong>Roku\u2019s OneView launches Nielsen\u2019s Digital Ad Ratings for streaming advertisers<\/em><\/strong><\/a><\/p>\n

What it does. <\/strong>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\u2019s panel data and its ID resolution system.\u00a0<\/p>\n

Last year Nielsen introduced the Nielsen ONE Content module, aimed at providing an aggregate view of campaign performance across devices. That module is still in alpha, but the company says it is expected to be available later this year.\u00a0<\/p>\n

She said that when Nielsen ONE \u2014 the company\u2019s cross-screen measurement platform \u2014 is fully operational, it should \u201callow advertisers and publishers to plan and to transact on a single set of metrics across linear and digital. And those metrics are reliable, independent and standardized across the industry and across all of those different platforms.\u201d\u00a0<\/p>\n

The platform was originally announced in December 2020. At the time it was expected to combine \u201cbig data\u201d from set-top boxes and smart TVs with panels of Nielsen households. Last summer, Nielsen said the system wasn\u2019t ready for commercial use. The company also postponed an audit of the system by the Media Rating Council.\u00a0<\/p>\n

Dig deeper: <\/em><\/strong>Is Nielsen\u2019s prime time over? Purchase renews questions about products and long-term value<\/em><\/strong><\/a><\/p>\n

The MRC suspended accreditation of Nielsen\u2019s linear TV ratings in 2021. That accreditation has yet to be restored. Last year the company was purchased by private-equity investors for $16 billion and lost a number of senior executives.<\/p>\n

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