The move towards cross-platform measurement systems has been given a boost with Nielsen revealing it is expanding its YouTube Connected TV (CTV) ads tool to include deduplication with mobile and desktop devices in the UK.
Following February‘s expansion of the data, analysis and audience measurement company’s YouTube ads service into 11 global markets, the UK’s launch means that Nielsen will now measure YouTube ad inventory across three screens – computer, mobile, and CTV – and is the first of the 11 markets to go live.
Measurement of the YouTube CTV app in Nielsen ONE Ads, the company’s cross-platform campaign measurement product suite, includes co-viewing and will be deduplicated against other Google exposures across computers and mobile devices.
Nielsen Audience Measurement chief product officer Deirdre Thomas said: “This launch gives our agency and advertiser clients the ability to compare YouTube’s ad reach across computer, mobile, and CTV devices, providing a complete picture of YouTube campaign performance in the UK.
“Delivering deduplicated YouTube CTV measurement is a major milestone in our plans to deliver true cross-platform measurement to power a better media future for all, and we are proud to be partnering with Google to make this a reality in the UK.”
It is claimed the addition of the measurement of YouTube CTV into Nielsen ONE Ads allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before. Additional 3-screen markets will be released in Q3 2024.
Related stories
Blinkered CMOs wasting months on failing campaigns
Marketing measurement ‘still a mystery to most CMOs’
Market grows 60 times faster than GDP to hit £36.6bn
IAB/PwC Digital Adspend reaction: Channels to watch
Digital surges 11% to £29.6bn as new channels shine
Bellwether reaction: ‘Green shoots will need nurturing’
What a waste: ‘CMOs prioritise the wrong channels’