Nielsen launches YouTube CTV ad measurement with cross-device tracking in Thailand

Four days ago, on October 23, 2024, Nielsen announced the expansion of its YouTube Connected TV (CTV) advertising measurement capabilities in Thailand. The expansion enables advertisers and agencies to measure and deduplicate ad exposure across television, mobile, and desktop devices, marking a significant advancement in cross-platform audience measurement within the Thai market.

The expansion in Thailand follows Nielsen's February 2024 announcement of YouTube ad measurement deployment across 13 global markets. The integration introduces comprehensive measurement capabilities through Nielsen ONE Ads, the company's cross-platform campaign measurement suite. This development enables the tracking of YouTube advertising inventory across three primary screens: computer, mobile devices, and Connected TV.

The measurement system incorporates several technical components:

• Deduplication technology to prevent double-counting of viewers across devices
• Co-viewing measurement capabilities for CTV applications
• Integration with Nielsen ONE Ads platform
• Cross-device tracking mechanisms
• Campaign performance metrics across all three screens

According to Arnaud Frade, Nielsen's President of Asia Commercial Operations, the implementation of deduplicated YouTube CTV measurement represents a crucial development in cross-platform analytics. The system provides agencies and advertisers with tools to:

• Compare YouTube ad reach across multiple devices
• Analyze campaign performance metrics
• Manage frequency of ad exposure
• Verify audience demographics
• Optimize advertising budget allocation

The Thailand launch represents part of Nielsen's broader strategy to enhance its measurement capabilities across Asian markets. The expansion addresses several key market needs:

• Growing CTV adoption in Thailand
• Increasing fragmentation of advertising budgets
• Rising demand for cross-platform measurement solutions
• Need for verified audience metrics
• Requirements for comprehensive campaign analytics

Key Facts

• Launch Date: October 23, 2024
• Market: Thailand
• Platforms Covered: CTV, Mobile, Desktop
• Service Integration: Nielsen ONE Ads
• Previous Expansion: 13 global markets (February 2024)
• Measurement Capabilities:
  • Cross-platform reach analysis
  • Frequency management
  • Audience verification
  • Campaign performance tracking
  • Co-viewing measurement
  • Device-level deduplication