Nielsen has expanded its connected TV (CTV) measurement of YouTube ads to 11 markets, including the UK.
The agreement with Google will integrate YouTube CTV measurement, including co-viewing, into Nielsen One Ads.
Countries involved are: Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand and the UK.
Nielsen announced a global roll-out of its cross-media solution Nielsen One in October 2023, starting in Denmark. Nielsen One Ads is a cross-platform measurement product suite that provides deduplicated audience reach and frequency metrics.
“Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally and Nielsen is uniquely positioned to provide that,” said Deirdre Thomas, chief product officer at Nielsen Audience Measurement. “This is another major milestone on our path to deliver true cross-platform measurement.”
“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 adspend and the deduplicated audiences they’re reaching,” added Kate Alessi, managing director, global product solutions, at YouTube.
Deduplication across mobile, computer and CTV will roll out in the UK in Q2, followed by the other 10 markets in Q3. Four-screen deduplication (including linear TV) will launch in the second half of the year in a number of markets including the UK.