Nielsen Moves Closer to Single Measure with Alpha Launch

Nielsen has launched a deduplicated ad measurement platform called Nielsen ONE Alpha, as the first stage in its initiative to develop a single cross-platform measurement solution called Nielsen ONE, which will launch this time next year.

Plans for Nielsen ONE include providing a comparable metric for TV and digital video consumption across all platforms, services and devices. Its first iteration, Nielsen ONE Alpha, will be specific to ad campaigns, offering both comparability and audience deduplication across all screens with deduplicated ad measurement metrics covering age and gender information. Disney and MAGNA join a number of agencies, advertisers and publishers as Nielsen ONE Alpha participants from both the buy and sell sides of the industry.

Nielsen COO Karthik Rao (pictured) comments: 'The Alpha launch serves as a clear proof point in our ability to deliver and we are working closely with a diverse group of clients on this important step. In fact, Nielsen ONE will bring together all the intelligence we have to date in order to help clients capitalize on consumers' rapidly shifting media habits'.

Web site: www.nielsen.com .