Tubi Adds Digital Ad Ratings to Nielsen Integration

Fox Entertainment's ad-supported streaming service Tubi is working on an expansion of its current integration with Nielsen, allowing for 'enhanced and comprehensive measurement' through Nielsen's Digital Ad Ratings (DAR) product.

DAR delivers de-duplicated audience measurement metrics for viewing across computers, smartphones, tablets and connected TV (CTV), enabling users to 'prove' campaign impact across digital media platforms by understanding the reach of target audiences. In December, the Media Rating Council (MRC) commenced a new audit of DAR, including for the first time the firm's measurement of mobile devices and CTV.

Tubi provides access to more than 40,000 movies and television series from over 250 content partners, and its expanded integration with Nielsen will include co-viewing measurement, and allow for buying target audiences across this library of content. Additionally, Tubi says that advertisers will be able to better understand the demographic and interest-based attributes of an audience.

Tubi's Chief Revenue Officer Mark Rotblat (pictured) comments: 'As a movie and television streaming service with 80% of our viewers watching on TV screens, we're excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners. This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV'.

Web sites: www.tubi.tv and www.nielsen.com .