Nielsen enables ‘always on’ measurement for YouTube

Nielsen enables ‘always on’ measurement for YouTube
In brief

Nielsen’s “always on” Digital Ad Ratings (DAR) will now measure YouTube video ad campaigns.

The release expands Nielsen’s coverage of YouTube and YouTube TV in DAR and will provide advertisers and agencies with the data needed to better understand reach, manage frequency and prove the efficacy of media buys across desktop, mobile and connected TV (CTV).

Marketers who enable “always on” DAR will have more impressions data to improve the ability to deliver ads to desired audiences, understand reach and manage frequency, and better understand the audience that sees the advertisement.

The announcement is a step toward Nielsen’s forthcoming cross-media measurement platform Nielsen ONE, which is slated to launch in December of this year.

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