Nielsen Expands YouTube CTV Ads Measurement to 11 Countries

Nielsen this week announced a new partnership with Google to expand its Connected TV (CTV) measurement of YouTube ads to 11 new markets.

Nielsen Expands YouTube CTV Ads Measurement
Nielsen Expands YouTube CTV Ads Measurement

Nielsen this week announced a new partnership with Google to expand its Connected TV (CTV) measurement of YouTube ads to 11 new markets.

This move represents a significant step forward in Nielsen's global Nielsen ONE strategy, offering advertisers and agencies a more comprehensive view of campaign performance across multiple platforms.

New Markets: Australia, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, South Korea, Thailand, and UK.

Product: YouTube CTV measurement integrated into Nielsen ONE Ads, providing deduplicated audience reach and frequency metrics across platforms.

Benefits:

    • Enables comparison of YouTube reach across devices with TV for a complete picture of ad spend and audience.
    • Improved understanding of reach, frequency management, and audience verification for YouTube buys.
  • Timeline:
    • Non-deduplicated CTV ads measurement launched in Q4 2023 (UK only).
    • 3-screen deduplication (mobile, computer, CTV):
      • Q2 2024: UK
      • Q3 2024: Remaining markets
    • 4-screen deduplication (mobile, computer, Linear TV, CTV):
      • Second half of 2024: Indonesia, Mexico, Philippines, Thailand, South Korea, UK
      • Other markets to be announced

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