Google to introduce Nielsen's sales lift measurement for CTV ads in DV360

Google this month announced that will introduce sales lift measurement for CTV ads in DV360, in the US, using Nielsen Catalina Solutions (NCS). The new sales lift measurement for CTV ads will be available in the fall.

Google says the sales lift measurement proves how ads are effective, using sales data across NCS’s extensive retailer network. The new sales lift measurement for CTV ads can quantify how CTV ad impressions led to offline sales.

According too Google, the report features metrics such as percentage sales lift, total incremental sales and return on ad spend that can inform future campaign optimization. The data will be available in DV360 interface, meaning that no pixel implementation or log file data crunching will be required.

DV360 integration with NCS already covers all other digital environments, publishers and formats.

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