Nielsen is attempting to take care of its standing as TV measurement’s foreign money.
Over the summer time, Nielsen launched its 4-Display Advert Deduplication device to assist patrons scale back repeat impressions on YouTube throughout linear TV, related TV (CTV), desktop and cell.
Yesterday, Roku grew to become the second main CTV writer to undertake Nielsen’s new advert deduplication device for measuring its adverts throughout linear and streaming video stock, following YouTube this summer time.
“With continued deal with comparability throughout screens [ahead] of launching Nielsen ONE, platforms can measure streaming and linear programming with the identical metrics and methodology,” Kim Gilberti, SVP of product administration at Nielsen, informed AdExchanger.
4-Display Advert Deduplication provides a fourth display screen, CTV, to the screens entrepreneurs can purchase deduplicated audiences in opposition to with Nielsen.
“For the primary time, we’ll have the ability to assist advertisers perceive how one can optimize the totality of their media buys throughout screens,” stated Asaf Davidov, Roku’s head of measurement.
The device is offered by means of Nielsen’s Whole Advert Scores (TAR) product, the info set that would be the basis of Nielsen’s cross-platform measurement platform, Nielsen ONE, which is at the moment in alpha.
Nielsen’s new advert deduplication device will likely be out there throughout Nielsen ONE publishers (together with Roku) when the platform launches in December 2022.
However within the meantime, Nielsen hopes that high quality measurement on Roku and YouTube may also help show its viability to publishers and advertisers being courted by alternate foreign money suppliers and upstarts.
Duped … or deduped?
Nielsen must show it may dedupe audiences throughout linear and streaming – and shortly – if it hopes to face an opportunity within the TV measurement race.
YouTube and Roku make sense as beginning factors for Nielsen’s new measurement device as a result of each platforms have a robust market foothold in each reside content material and streaming, the primary channel measurement distinction the brand new device means to make.
Roku, for one, has been utilizing Nielsen’s Digital Advert Scores (DAR) since 2016 (and purchased its ACR knowledge biz final yr). However Roku wasn’t in a position to dedupe streaming from audiences throughout cell, desktop and linear TV with Nielsen integrations till utilizing its new advert deduping device.
Any app writer that places its media stock on Roku gadgets, along with their advertisers, could have entry to Nielsen’s 4-Display Advert Deduplication device by means of Roku’s OneView DSP.
Shared id
Nielsen’s new deduping device additionally signifies a shift from household-level to person-level measurement for the scores titan.
Nielsen’s lack of accreditation from the Media Score Council for its native and nationwide TV scores final yr spurned an industry-wide shift towards id primarily based on knowledge. That’s why alternate measurement suppliers are gaining floor with huge knowledge units designed to rely advert exposures fairly than program schedules for extra constant viewers measurement regardless of how content material is delivered.
“Nielsen’s aspiration is to create one foreign money throughout all screens by equivalizing id knowledge,” Davidov stated. “In the end, that’s going to turn out to be an impression-based metric.”
The problem is connecting linear TV to advertisers’ digital buys, that are transacted and measured by means of an advert server. However Nielsen is ready to make this connection by creating proxies for linear impressions primarily based on calibrations between panel knowledge and co-viewing calculations.
However in the end, an impression-based mannequin will likely be what unifies measurement, Davidov stated.
Competitors
The romance between Roku and Nielsen goes effectively to this point, however Roku says it’s nonetheless preserving its choices open.
Consumers are demanding optionality and alternate suppliers, Davidov stated. Roku is in talks with the demand aspect about which distributors they like for particular varieties of measurement.
Comscore, he added, has been “cornering the market” on native TV measurement, placing it on Roku’s radar for foreign money suppliers.
“We’re excited to be diversifying our measurement slate,” he added. “We’re speaking to many suppliers, and making important headway.”
