Nielsen is making an attempt to keep up its standing as TV measurement’s forex.
Over the summer season, Nielsen launched its 4-Display Advert Deduplication instrument to assist consumers scale back repeat impressions on YouTube throughout linear TV, related TV (CTV), desktop and cell.
Yesterday, Roku turned the second main CTV writer to undertake Nielsen’s new advert deduplication instrument for measuring its adverts throughout linear and streaming video stock, following YouTube this summer season.
“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, CTV, to the screens entrepreneurs can purchase deduplicated audiences towards with Nielsen.
“For the primary time, we’ll be capable to assist advertisers perceive easy methods to optimize the totality of their media buys throughout screens,” mentioned Asaf Davidov, Roku’s head of measurement.
The instrument is out there by way of Nielsen’s Complete Advert Scores (TAR) product, the information set that would be the basis of Nielsen’s cross-platform measurement platform, Nielsen ONE, which is presently in alpha.
Nielsen’s new advert deduplication instrument might 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 can assist show its viability to publishers and advertisers being courted by alternate forex suppliers and upstarts.
Duped … or deduped?
Nielsen must show it could actually 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 instrument as a result of each platforms have a robust market foothold in each stay content material and streaming, the primary channel measurement distinction the brand new instrument means to make.
Roku, for one, has been utilizing Nielsen’s Digital Advert Scores (DAR) since 2016 (and purchased its ACR information biz final 12 months). 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 instrument.
Any app writer that places its media stock on Roku gadgets, along with their advertisers, can have entry to Nielsen’s 4-Display Advert Deduplication instrument by way of Roku’s OneView DSP.
Shared identification
Nielsen’s new deduping instrument additionally signifies a shift from household-level to person-level measurement for the scores titan.
Nielsen’s lack of accreditation from the Media Ranking Council for its native and nationwide TV scores final 12 months spurned an industry-wide shift towards identification based mostly on information. That’s why alternate measurement suppliers are gaining floor with huge information 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 forex throughout all screens by equivalizing identification information,” Davidov mentioned. “In the end, that’s going to turn into an impression-based metric.”
The problem is connecting linear TV to advertisers’ digital buys, that are transacted and measured by way of an advert server. However Nielsen is ready to make this connection by creating proxies for linear impressions based mostly on calibrations between panel information and co-viewing calculations.
However in the end, an impression-based mannequin might be what unifies measurement, Davidov mentioned.
Competitors
The romance between Roku and Nielsen goes nicely to this point, however Roku says it’s nonetheless maintaining its choices open.
Consumers are demanding optionality and alternate suppliers, Davidov mentioned. Roku is in talks with the demand facet about which distributors they like for particular forms of measurement.
Comscore, he added, has been “cornering the market” on native TV measurement, placing it on Roku’s radar for forex suppliers.
“We’re excited to be diversifying our measurement slate,” he added. “We’re speaking to many suppliers, and making important headway.”
