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Global Roll-Out for YouTube Measurement in Nielsen ONE

February 9 2024

Nielsen is expanding its Connected TV (CTV) measurement of YouTube ads into eleven additional global markets, including Germany, India, Japan and the UK.

Deirdre ThomasThe agreement with Google means Nielsen will integrate YouTube CTV measurement, inclusive of co-viewing, into its Nielsen ONE Ads solution for the eleven countries, which also include Australia, Indonesia, Italy, Mexico, the Philippines, South Korea and Thailand.

Roll-out for deduplicated metrics across three screens (mobile, computer and CTV) will happen in the UK in Q2 of this year, and in the other ten markets in Q3. Linear TV will be added for 4-screen deduplication during the second half of the year in Indonesia, Mexico, the Philippines, Thailand, South Korea and the UK, with announcements to be made about the other five countries - and the two companies say they will look to expand coverage to new markets in the near future.

Nielsen says the addition of YouTube CTV into Nielsen ONE Ads internationally will help buyers understand reach, manage frequency and verify the audience of their buys on YouTube 'with greater comparability than ever before'. Chief Product Officer Deirdre Thomas (pictured) calls the move 'a major step forward' for the Nielsen ONE global roll-out, adding: 'Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that'.

Kate Alessi, YouTube's MD, Global Product Solutions, states: 'The way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens. This expansion allows advertisers and agencies in 11 additional markets to compare YouTube's reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they're reaching'.

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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