Nielsen Rolls Out 'Four-Screen Ad Deduplication' Method

Nielsen has announced the launch of the methodology it will use to give media buyers reach metrics for YouTube comparable to those provided for linear TV. The measurement spans computer, mobile and connected TV devices.

At launch, 'Four-Screen Ad Deduplication' will be used in the company's Total Ad Ratings solution, but in the near future it is expected to form a key component of end-to-end solution Nielsen ONE's ability to deduplicate audiences across devices, services and platforms. Nielsen says the launch builds on a number of 'industry-leading comparability enhancements' stemming from its recent work, including the anticipated launch of 'Individual Commercial Metrics', which will enable linear TV to be measured at a sub-minute level similar to digital.

The firm's own Streaming Platform Ratings suggest that YouTube accounts for more than 50% of ad-supported streaming watch time on connected TVs among people aged 18+ in the USA. Nielsen SVP Product Management Kim Gilberti (pictured) comments: 'Four-screen measurement is a critical step toward Nielsen ONE, as it provides the comparability necessary to produce a trusted, deduplicated number across platforms that enables clients to better understand reach, manage frequency and verify the audiences of their media buys. As consumer engagement across platforms continues to converge, digital measurement must provide continuous and comparable metrics across all channels'.

The company has previously announced that Nielsen ONE will be launched at the end of this year, and an Alpha version was unveiled in December 2021.

Web site: www.nielsen.com .