Nielsen DAR YouTube Measures Move to 'Always On'

Nielsen has announced that its 'always on' Digital Ad Ratings (DAR) will now include measurement of YouTube video ad campaigns, simplifying campaign measurement by eliminating the need for advertisers and agencies to manually tag or enable campaigns.

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.

According to the firm, marketers who enable 'always on' DAR will have more impressions data to improve their ability to deliver ads to desired audiences, understand reach and manage frequency, and better understand the audience that sees the advertisement. The launch continues Nielsen's work with YouTube, following the YouTube CTV in DAR launch two years ago, followed by the YouTube TV CTV co-viewing launch later that year, and the launch of Four-Screen Ad Deduplication in July 2022. These announcements are all part of the launch program for cross-media measurement platform Nielsen ONE, due in December.

Kim Gilberti (pictured), SVP Product Management, comments: 'By enabling continuous 'always on' measurement on YouTube, we're helping advertisers to get a better understanding of one of the leading and largest ad supported platforms. By achieving true cross-channel comparability, this marks an important milestone in Nielsen's steady march toward delivering Nielsen ONE, which will provide a comparable, deduplicated view into the channels and platforms all audiences consume, across all screens'.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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