Nielsen launches cross-platform campaign measurement across TV and digital ads

Nielsen yesterday announced the launch of its cross-platform campaign measurement of advertising inventory, delivering clients insights into de-duplicated audiences viewing ads across smartphones, tablets, computers, and television.

Through this enhancement to include mobile and over-the-top (OTT) audiences, Nielsen says it will provide media buyers and sellers with comprehensive, independent measurement across all platforms and help enable the market to monetize campaigns across TV and digital.

According to Nielsen, with this release Nielsen will for the first time include mobile audiences—inclusive of YouTube—within its Total Ad Ratings reporting. Additionally, the measurement provider will expand its coverage to include OTT audiences from Digital Ad Ratings.

"Providing currency caliber cross-platform audience measurement is core to our mission, and we're excited to enhance our Total Ad Ratings product to do just that," said Amanda Tarpey, SVP of Product Leadership, Digital at Nielsen. "Whether consumers are streaming from their TV or their smartphones, Nielsen will be able to reflect their ad viewership and incrementality as part of its audience reporting—a major step that will benefit the industry from publishers and platforms to advertisers and agencies."