Nielsen has announced the launch of an enhanced service for cross-platform campaign measurement, giving insights into de-duplicated audiences viewing ads across smartphones, tablets, computers and television - including over-the-top (OTT) audiences.
The ratings giant says the release means the inclusion for the first time of mobile audiences - inclusive of YouTube - within its Total Ad Ratings reporting; and also bring in OTT audiences from Digital Ad Ratings. Total Ad Ratings will now allow users to compare the performance of ads delivered through TV and digital 'using comparable metrics based on real people and real data'.
Amanda Tarpey (pictured), the company's SVP of Product Leadership, Digital, comments: '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. 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'.
Global home page: www.nielsen.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.